To prove that healthy food doesn’t need to be expensive or complicated, Dutch retailer Jumbo has launched a winter healthy eating campaign, promoting winter vegetables, such as kale, sprouts, endive and broccoli.
The campaign is a response to recent research; out of 1,200 Dutch people surveyed, 58% thought that healthy food is more expensive and 37% believed it takes more time to prepare.
To encourage customers to give seasonal greens a go, Jumbo developed a number of simple recipes in partnership with the Dutch Centre For Nutrition (Voedingscentrum). The recipes are quick to prepare and follow the rules of the food pyramid, for nutritional value and balance.
"Ultimately, people prefer delicious and healthy food that is quick and easy to prepare, and doesn’t cost much," said Colette Cloosterman-Van Eerd, director of Formula and Innovation at Jumbo Supermarkets.
The company has also announced intentions to reduce sugar-, salt- and saturated fat contents further, this year, of at least 200 private label products. Last year it reduced the sugar content of its Jumbo branded soft drinks and juices by 10%.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. Click subscribe to sign-up for ESM: The European Supermarket Magazine
