Tesco Pledges To Remove 'Volume-Led' Promotions On HFSS Products

By Steve Wynne-Jones
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Tesco Pledges To Remove 'Volume-Led' Promotions On HFSS Products

Tesco has said that it will remove 'volume-led' promotions on products that are high in fat, salt or sugar from October of this year, as it seeks to encourage shoppers to consume healthier food.

The retailer is making the move despite the UK government announcing that restrictions on multibuy deals on so-called HFSS products are to be delayed for a year.

According to research undertaken by the retailer, some 86% of customers say that they want to eat more healthily, and 77% want help from supermarkets in achieving that.

The move comes on the back of the launch of Tesco's Better Baskets campaign, which aims to encourage consumers to shop a healthier, more sustainable basket of goods.

Keeping Costs In Check

“Our mission is to make Tesco the easiest place to shop for a healthy, more sustainable basket – while keeping the cost of the weekly shop in check," commented Jason Tarry, Tesco UK and Ireland chief executive.


"It’s vital that we keep making the right calls on behalf of customers and communities. Customers are telling us they want to eat a more healthy, sustainable diet, but without having to stretch the weekly shopping budget. We agree and, thanks to our laser-focus on great value, customers won’t need to make that compromise at Tesco."

Healthy Product Sales

In the medium-term, Tesco is seeking to boost sales of healthy products to as much as two thirds (65%) of total product sales by 2025. Previously, it announced a product reformulation of its own-brand soft drinks, ahead of legislation in this area that was introduced in 2018.

"We will always make sure our products are competitively priced," said Alessandra Bellini, Tesco chief customer officer. "But we can’t stop there. Obesity levels are rising among adults and children and the health of our nation must also be at the top of our agenda.”

© 2022 European Supermarket Magazine – your source for the latest Retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.

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