British grocer Tesco is accelerating its healthy living emphasis with a new offering designed to help time-strapped professionals avoid unhealthy foods through better planning, a move that places it in direct competition with weight loss programs like Weight Watchers
The “My Fit Lifestyle” sub-brand of Tesco is being tested in London where customers will be able to visit specialized areas in stores and online to purchase meals from the new private brand. Each product is color-coded with one of five different calorie bands to help match diet plans.
Customers can count their calories on Tesco’s “Health and Wellbeing” website and app. Tesco has developed this initiative, claiming the offer builds on a “new and emerging trend” in the US for personalized eating plans.
Jill Easterbrook, chief customer officer at Tesco, says the launch aims to help customers overcome the pressures of sticking to a healthy eating regime each day. 90% of Brits say they make unhealthy food choices due to a lack of time, according to a study commissioned by Tesco, while more than half eat whilst on the move or at their desk.
Easterbrook adds: “By combining fresh, healthy, delicious meals with a personal eating plan, we can support our customers and help them achieve their health and well-being goals.”
A free “restaurant-on-wheels” service launches today to promote the new range for five days. Consumers can book a ride in a branded taxi to sample meals from the sub-brand while traveling to meetings and work across the capital.