Tesco taps into personalised eating plan trend with launch of ‘My Fit Lifestyle’
Tesco is trialling a new healthy eating range - 'My Fit Lifestyle' - in London having watched the trend for personalised eating plans build among consumers.
The range of products have been colour-coded according to five different calorie bands, so customers in-store can quickly find products that fit their personal plans which they can then keep track of via Tesco’s Health and Wellbeing website and app.
“We know that our customers are looking for us to help them lead healthier lives. They’ve told us that the pressures of the day make sticking to a healthy eating regime really difficult,” said Jill Easterbrook, chief customer officer at Tesco, referring to its recently commissioned research which found that 90 per cent of customers make unhealthy eating choices due to a busy lifestyle.
“As a working mum of three I know just how busy life can get. That’s why we’re launching my fit lifestyle, so you can mix and match freshly prepared meals to suit your own personal plan."
She continued: "Taken together with our wider programme to help improve health and wellbeing, including our recent decision to withdraw confectionery from all checkouts, and the billions of calories we have removed from our soft drinks, sandwiches and ready meal ranges, my fit lifestyle is another sign of our commitment to help shoppers live more healthily."
To mark the launch of the new range, Tesco is running a Ride ‘n’ Dine initiative for the next five days. Planned by the Media Agency Group, the free service is a pre-booked taxi, where passengers are offered “restaurant quality service and menu options” from the 'My Fit Lifestyle' range while travelling to work, meetings and around the city.