Consumers and marketers alike might find the following piece of news equally intriguing: three of the biggest supermarket chains, Asda, Aldi and Co-operative Food, are going to offer healthy products on discount, as a part of the government initiative Change 4 Life, which looks to promote healthy eating among the Brits.
The supermarkets are going to cut the prices of products like vegetables, fruit, fish and low-fat yogurt. Next to the products, there will also be information on how to cook healthy but cheap meals, which are called Surepmeals. In addition, four million recipe leaflets will be distributed by direct mail and in newspapers.
Celebrity chef Ainsley Harriet is going to support the initiative through a cookbook, containing recipes that can be cooked for under £5. Change 4 Life media partner Daily Mirror will provide 50,000 copies of the book for free from 20 January, whereas 50,000 more copies will be sent to households that have already enlisted to participate in the project.
A special Change 4 Life website will be launched, where people can watch cooking lessons, prepared by Harriet. The recipes include vegetable soup, fish pie and sweet and sour chicken.
Public health minister Anne Milton said that Supermeals is a great idea to show people how to lead a healthier lifestyle within their restricted budgets.
In 2010, a similar programme saw companies including Unilever, Mars and Birds Eye offering their low-fat products at a discount in Asda.