Kids confectionery will be removed from checkouts in all Woolworths supermarkets, and more healthier food choices with a Health Star Rating (HSR) of 3.5 or above will be rolled out on the front and back of food aisles from the end of next month.
While the aisle ends will still feature ‘sometimes foods’ and treats such as chips that are on special, the changes mean that customers will also see a similar snacking option with a 3.5 HSR or above on display on a shelf on each promotional end, so that they can make healthier choices.
The move follows changes to checkouts introduced last year by Woolworths, where it increased the range of healthier options, including wholegrain crackers and bars. Now, at least 80 percent of snacks at checkouts have a Health Star Rating of 3.5 stars or more, based on the Government’s HSR system.
A range of healthier options available for $3.00 or less are available at the checkout, including Woolworths Natural Almonds 70g ($2.00, with a 5.0 HSR), Carmans Nut Bar 45g ($3.00, with a 5 HSR) and Cobs Natural Sea Salt Popcorn 20g ($1.80, with a 4.0 HSR).
Woolworths research shows that almost a third of customers mostly or always use HSR to choose between different food products. By offering options that display HSRs, Woolworths aims to make healthier choices easier.
Woolworths Supermarkets managing director, Natalie Davis said the changes were small but important.
“There’s no replacement for wholesome food like fruit and veg, but removing kids' confectionery from checkouts and helping customers make small swaps on food they pick up at the end of an aisle or at the checkout, can help make a positive impact on their shopping habits.
“We also know value and affordability are important to our customers, so we’ve been very deliberate in selecting options that are healthier and great value to take the stress out of picking up a quick snack or special on-the-go.
“This includes a focus on lower pricing for healthier products through initiatives like our seasonal Prices Dropped program. In our latest Prices Dropped for Autumn program, more than half of our sales came from healthier products (3.5 HSR and above). We’re also seeing lower prices on some vegetables right now, and are encouraging all our customers to take advantage and enjoy some more fresh Australian veg this winter.
“We want to make healthier easier for all Australians and this builds on many changes we’ve made over the years to help our customers make healthier choices. We’ll continue to look at ways to create affordable healthier options across our range, together with our supplier partners,” said Davis.
Customers will see the removal of kids confectionery from checkouts, as well as 80 per cent of checkout shelf space dedicated to healthier options, nationally over coming weeks.
The new initiatives add to a number of programs designed to help customers increase healthier choices in their shopping basket including:
Health Star Ratings on Own Brand products: Woolworths has added Health Star Rating to the packaging on all intended own brand products to help customers make informed decisions.
Product reformulations: Woolworths has a strong focus on making its own brand products healthier by continually reducing salt, sugar and saturated fat, and adding more vegetables and whole grains. Woolworths continue to work towards the voluntary reformulation targets set by the Government’s Healthy Food Partnership. Last financial year, Woolworths Food Company removed 540 tonnes of saturated fat, sugar and salt from its products, and added 15,300 tonnes of whole grains and 2300 tonnes of vegetables to its own brand products.
Free Fruit for Kids: Woolworths has given away more than 160 million pieces of fruit through its Free Fruit for Kids program since 2015. Across all Woolworths Supermarkets, kids can pick up a fresh piece of fruit for free, with the aim of helping get more fruit into kids’ diets.
‘Healthier Options’ online: On select product pages on the Woolworths website and app, customers are shown similar products with a higher Health Star Rating.This allows them to make a choice on whether they may want to opt for a healthier option. Healthier Options was also added to Food Tracker in January this year.
Food Tracker powered by healthylife: Available in the Woolworths and Everyday Rewards apps, this free online Food Tracker tool, shows shoppers the balance of their basket, compared to the Australian Dietary Guidelines recommendations. To date, more than 182,000 Australians have signed up to use the tool.
The integration of healthier options on the front and back of food aisles across supermarkets will be rolled out from the end of July. Woolworths will continue to test and look to expand healthier options on aisle ends over the course of the year, based on customers’ response.
