Italian companies Barilla, Coop and Danone Italy have formed an alliance called 'aBCD' in order to promote the importance of a healthy lifestyle, according to MarkUp.
The three companies have joined forces to develop what they hope will be a long-lasting project to raise awareness about the need to maintain a good diet.
While Italy is renowned for its 'Meditteranean diet', recently registered data about nutrition has raised concern: from 2001 to 2016, the number of overweight people in Italy has continuously increased (from 33.9% to 35.5%) as well as the number of obese people (from 8.5 to 10.4%).
The initiative is said to be launched in Rome on 19 September, at a press conference entitled 'ViviSmart - nutrirsi, moversi, vivere meglio' (ViviSmart - nourish, move, live better), which is going to incorporate families, doctors, outlets and schools.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Francesca Volpe. Click subscribe to sign up to ESM: The European Supermarket Magazine.