Tesco launches brand new healthy food range for people ‘on the go’
- 90% of Brits say a lack of time leads to unhealthy food choices
- Six out of ten people eat whilst on the move or at their desk
- Tesco wheels out restaurant taxi service to mark the launch of new range
Tesco has launched a brand new healthy eating range my fit lifestyle, following research which reveals that six out of ten people regularly eat at their desk at work or on the move and almost 90 per cent of those surveyed said they make unhealthy food choices due to their busy lifestyles.
The range, which is launching initially in London, builds on a new and emerging trend in the US for personalised eating plans. To make shopping the range easy, my fit lifestyle zones will be created in Tesco stores and Tesco.com, with products colour-coded according to five different calorie bands, so customers can see at a glance which products fit their personal plans. They will be able to count their calories on Tesco’s Health and Wellbeing website and app.
To mark the launch of the new range, Tesco is offering an innovative solution for hungry, time-poor Londoners trying to navigate their busy lives and the city. Ride ‘n’ Dine is a FREE London restaurant-on-wheels pre-booked taxi service, starting on Wednesday 18th June and running for five days. Passengers will be offered restaurant quality service and menu options from the my fit lifestyle range while travelling to work, meetings and around the city.
Jill Easterbrook, Chief Customer Officer at Tesco, said: “We know that our customers are looking for us to help them lead healthier lives. They’ve told us that the pressures of the day make sticking to a healthy eating regime can be really difficult. As a working mum of three I know just how busy life can get. That’s why we’re launching my fit lifestyle, so you can mix and match freshly prepared meals to suit your own personal plan.
“Taken together with our wider programme to help improve health and wellbeing, including our recent decision to withdraw confectionery from all checkouts, and the billions of calories we have removed from our soft drinks, sandwiches and ready meal ranges, my fit lifestyle is another sign of our commitment to help shoppers live more healthily.
“By combining fresh, healthy, delicious meals with a personal eating plan, we can support our customers and help them achieve to their health and well-being goals.”
Karen Tonks, in-house nutritionist at Tesco, said: “Each of the meals provide two of your five a day, so whether you are aiming for short term weight loss goals or a long term lifestyle change, the my fit lifestyle range, Tesco health and wellbeing website and app are there to guide and support customers. It’s flexible too, so you can follow a complete meal plan or just balance out an indulgent weekend. The range has enough variety to deliver all the nutrients you need for a healthy lifestyle.”
To give customers even more help to make healthy choices, earlier in the year Tesco trialled free tours with a nutritionist in Extra Stores across the UK. Designed to help health-conscious customers find out more about healthy food options, the trial is now being extended to 19 NutriCentres across the UK.
Last month Tesco became the first major retailer in the UK to remove confectionery from checkouts across the full range of store formats, including smaller Metro and Express stores to help shoppers make healthier choices.