Co-op launches "Big 5" promo campaign

The UK's largest convenience store is throwing its marketing might behind fruit and vegetables in the latest supermarket price war.

Co-op's campaign to encourage people to eat more healthily in 2009 includes "Big 5" savings on at least five fresh fruit and vegetable products a month.

The initiative aimed to encourage customers to eat their five a day, said a representative of the Make Healthier Choices campaign.

The five for January were half-price fruits: loose white grapes, oranges, plums, Cox's apples and mandarins. TV ads back up promotions throughout the 2,250 UK stores.

Co-op is also extending its "green dot" scheme, using green dots on more packs to highlight healthier products and nutritional messages.

Debbie Robinson, director of food retail marketing, said: "As the largest convenience retailer we are determined to play our part in tackling obesity."

Robinson said the Co-op was also backing Government campaigns to tackle obesity, including the Department of Health's Change4Life programme.

"Our ‘Big 5' commitment and promotional package on healthier products throughout the year will make it easier for customers on a tight budget to achieve this."


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