Russian retailer Magnit is collaborating with eight international FMCG producers to launch the ‘United for a Healthier Future’ Initiative.
The initiative will be co-chaired by Magnit, Nestlé, and Johnson & Johnson Consumer Health, with Danone, Mars Wrigley, PepsiCo, L’Oréal, Mars Petcare, and Procter & Gamble joining as regular members.
‘United for a Healthier Future’ Initiative
The ‘United for a Healthier Future’ Initiative will focus on three areas: self-care, community care, and employee care, with the collaboration collectively launching awareness and engagement projects.
In practical terms, the initiative’s educational projects will be aimed at stimulating people’s interest in living a healthier lifestyle, implementing a balanced diet, as well as improving awareness about protecting the environment around them through their product choices.
In addition, Magnit and its partners will conduct scientific and social studies on the topic of living a healthier lifestyle in order to identify changes in customer behaviour.
The initiative will aim to draw consumers’ attention to healthier products, and the companies hope to increase the availability of goods with lower sugar, salt, and fat content, and support giving up smoking, as well as encouraging consumers to take care of their bodies, their homes, and their pets.
The aim is to develop healthier habits by gradually increasing the share of “healthier lifestyle” products and goods in the consumer baskets.
Commenting on the initiative, Martial Rolland, CEO for Russia and Eurasia at Nestlé, said that "Nestlé has been providing consumers with high quality nutrition for over 150 years. Based on our expertise in Nutrition, Health and Wellness, we continue our portfolio transformation to provide nutritious and great tasting products as well as services, whilst at the same time protecting the environment."
Consumer Goods Forum
The initiative has the support of the Consumer Goods Forum, an international industry organisation uniting more than 400 retailers, manufacturers, and service providers across 70 countries.
It acts as a global platform for knowledge sharing and implementing initiatives in strategic areas as health and well-being.
Wai-Chan Chan, managing director, Consumer Goods Forum, said, "The CGF is delighted to have Russia as the newest local Initiative to join this global movement, led by manufacturers, retailers, public health authorities and local communities. Their work towards driving healthier and more sustainable lives for consumers and employees, while creating shared value for communities, business and the environment, is a key step in addressing some of the most critical challenges facing the world today."
The initiative remains open to new partners and welcomes all stakeholders, including producers, retail chains, and scientific institutes, to share expertise and create joint projects in order to improve the quality of life of Russian people.
© 2021 European Supermarket Magazine. Article by Conor Farrelly. For more A-Brands news, click here. Click subscribe to sign up to ESM: European Supermarket Magazine.