DRAFT

Not for citation or wider circulation

Introduction

This workstream is focusing on how we ensure vegetables are more visible, available in the right formats (frozen, packaging and convenience preparations) in our supermarkets and available in new locations on the high street (convenience stores, petrol stations etc). The workstream will pay specific attention to ensuring any new approaches maintain and help accelerate existing progress on waste reduction.

The challenge is how can we use the retail environment to encourage people to buy more veg without wasting it?

The facts

We currently buy 94% of our fruit and veg from supermarkets and 6% from other stores, but overall we are not buying and consuming enough and trends have been fairly static for the last 30 years (see Figure 1).

Our typical shopping patterns are also fairly static. We tend to do a larger shop every 1-2 weeks (and in recent years there has been a big shift towards using online shopping for this shop) and then a series of top-up shops during the week. On average, households shopped 4.5 times per week in 2013, spending about £14 per trip and buying about 10 items. Currently online delivery systems limit the extent to which this top-up shop can be done online, but technology and logistics break throughs are likely to change this in the near future.

The overall number of food and drink stores has increased slightly over the last ten years but the types of store have changed. The number of food and drink stores with 50 employees or more has remained largely the same over the last 10 years, increasing by only 2%. However, over the same period, the number of small food and drink stores (retail units with fewer than 10 employees) has decreased by 6%, while the number of larger stores (10-50 employees) has increased by 33%. This suggests that small/local

2 supermarket outlets have replaced smaller food and drink stores and are also accounting for the overall growth in numbers1.

Below shows the percent of fruit and veg sales in different supermarket multiples and other stores. It shows that Lidl and Aldi are significantly over trading in F&V and that sales have been rising over the past year for Iceland, Lidl, Aldi, M&S and Coop. These shifts to a large extent reflect changes in overall market share. The independent / convenience sector generally under trades in fruit and veg and their sales from F&V are declining.

Table 1: Fruit and Veg sales by retailer (Kantar, 2017)

Iceland Lidl Aldi M&S Waitrose The Co-op Morrisons Sainsbury's Asda Tesco Other Total % Fruit and Veg sales year ending 4/12/16 0.9 6.1 8 4.3 6.6 4.8 9.8 15.8 12.1 25.6 6 100

% Total sales year ending 4/12/16 2.1 3.9 5.2 3.5 5 5.2 10 14.3 13.3 25.2 12.3 100 trend in F&V sales since year ending 6/12/15 7.3 18.3 13.9 10.5 3.6 11.8 -1.4 3.4 -4.3 -2.7 -6.2

Figure 2: Proportion of food & drink expenditure on veg (Kantar 2015)

Vegetable 6% 1%1% 1%1%0%0% Meat & Veg Pies & Pasties

Chilled Prepared Fruit+Veg

Frozen Vegetables

Baked Bean

Chilled Prepared Salad

Other Chilled Convenience Foods 90% Tomato Products

other

1 http://www.ons.gov.uk/ons/publications/re-reference-tables.html?edition=tcm%3A77-50966; http:// www.ons.gov.uk/ons/rel/bus-register/uk-business/2015/index.html. Re. eating out sites: 2005 tally of SIC03 55.3 local units (Restaurants, including take-away shops and mobile stands); 2015 tally of SIC07 56.1 local units (Restaurants and mobile food service activities). Re. stores predominately or exclusively selling food and beverages: 2005 tally of SIC03 52.11 & 52.21 & 52.22 & 52.23 & 52.24 & 52.25 & 52.27 local units; 2015 tally of SIC07 47.11 & 47.21 & 47.22 & 47.23 & 47.24 & 47.25 & 47.29 local units. Population estimate: http://www.ons.gov.uk/ons/rel/pop-estimate/population-estimates-for-uk--england-and-wales-- scotland- and-northern-ireland/mid-2014/index.html 3

In 2015 fresh veg was the category of food which average British households spent the most on. Figure 2 shows the total amount of our food and drink expenditure and the proportion which we spend on veg and veg-related categories.

Based on consumer research in 2012, WRAP found that fresh vegetables and salad constituted 20% by weight of all avoidable household food & drink waste; and of the 1.4M tonnes of all avoidable household food and drink waste attributed to “not being used in time (date label not cited)” – ie the product was never prepared for

Table 2: Shopper interest in various services that might be provided by the supermarket where they shop most often (Source: FMI, 2010, taken from (Manning, 2016))

Interest service or programme Interested shoppers (%) 1 Coupons for healthy products More than 80% 2 Shelf labels that identify healthy products 3 Product sampling or tasting in store 4 Healthy meal ideas and recipes 70% to 80% 5 Reward programmes for purchasing healthy products 6 Freshly prepared healthy meals 60% to 70% 7 Programmes that recommend healthier options for products purchased 8 Recipes for special health concerns; 9 in-store cooking demonstrations for healthy meals, 50% to 60% 10 Information on how to treat common health concerns 11 Information on how to prevent common health concerns 12 Hands on cooking lessons for preparing healthy meals 13 Health screening services 14 Weight loss or diet plan services 40% to 50% 15 Nutritional counselling for adults 16 Personalized wellness plans

eating - fresh vegetables and salad accounted for 31% (Quested & Murphy, 2014). It is therefore important, from both a nutrition and waste perspective, to design into strategies for increased sales, complementary strategies which seek to ensure that more of what is purchased is actually consumed. Throughout this paper we will seek to reflect WRAP’s insights from their extensive work on initiatives to close the gap between quantities purchased and consumed.

The NFU recently commissioned a report into strategies to increase fruit and veg consumption (Manning, 2016) and it included results from a survey of shoppers priorities. These are described in Table 2 and provide a helpful backdrop for the

4 discussion within the Veg Everywhere workstream.

Public policy and programmes

Scottish Grocers’ Federation Healthy Living Programme began in 2004 and works with convenience stores including those operating on NHS premises. The aim of the programme is to improve the accessibility and sales of affordable healthy options within the convenience retail sector particularly those operating in deprived areas. Retailers are supported by a small central team and are provided with a branded stand to display fresh and healthy products and they receive training advice and a range of other point of sale materials. The latest data provided by the Scottish Government shows that 1932 stores are working with the programme with 65% in the most deprived areas. The vast majority of these have the stands in place. 412 of these have fruit at the counter, 326 have reached the gold standard (SGF Healthyliving Programme, n.d.) and 1539 are using the point of sale materials. The quality of engagement by the retailers in the programme was very variable and a strong determinant of success and the quality of the F&V offer and of customer engagement, though the evaluation was not able to report data on sales impacts. The programme costs approximately £300,000 per year (Black, Eunson, Setterfield, & Mori, 2014). NHS retailers are required to join the Healthy Living Programme and meet their Gold Standard criteria.

In 2008, the Department of Health introduced the Change4Life convenience store pilot programme in England, which aimed to increase access to fresh fruit and vegetables (FFV) in deprived urban areas in the North of England by providing convenience stores with support and point of sale Change4Life branded materials and equipment. It was a partnership between the Association of Convenience Stores (ACS) and the Department of Health (Department of Health, 2010).

The programme aimed to:

 Increase access to and availability of FFV in deprived areas with little or no access

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 Increase sales of fruit & veg (F&V) by focussing on improving the range merchandising, quality and communication in stores  Drive awareness of F&V to consumers through sign posting within retail stores facilitating the C4L brand (Department of Health, 2010)

DH produced a retail guide, DVD, training guide and tips on how to manage F&V categories as well as advice on displaying F&V in prominent positions and maximising impact, storage, waste management, promoting seasonal items and promotional cards (Department of Health, 2010). Seventeen Development Stores received intensive support (including 50% of the cost of chill cabinets from DH) and 74 Roll-Out stores (which received less intensive support).

A 2010 DH published evaluation assessed qualitative feedback from consumers, sales data and direct feedback from participating retailers with some promising results. Customer perceptions of quality, selection and visibility of stores’ F&V of the stores in general improved (with higher increases in the Development Stores).

The Development Stores study found that significantly more shoppers (57% up to 73%) claim to be eating fruit or vegetables most or every day 7 months after the start of the project. Increases in F&V sales at around 6 months in the intervention range from 6%-480% with an average increase of 143%. Three stores experienced an increase in sales despite a decrease in overall sales. Roll-Out Stores sales increases were less consistent and smaller than Development Stores. However, self-reported purchasing increased initially after the project launch then fell away, whereas the sales data indicates a general increase over time.

The evaluation concluded that the project helped to overcome some of the common barriers to access fresh fruit and vegetables by:  Offering a wide range of good quality fruit and vegetables  Displaying fruit and vegetables in an appealing / hard-to-miss way  Stocking fruit and vegetables customers want to buy, and  A place to buy fruit and vegetables

However, an independent mixed-methods process evaluation in 2012 (Adams et al., 2012) that mapped the sites of the stores and did 74 in-store observations and 10 qualitative interviews with professionals purposively sampled found that intervention fidelity (adherence) was low (e.g. use of the promotional materials and branding) and the intervention was unlikely to have had a substantial or long-term effect on customers’ consumption of fruit and vegetables. This study suggests that to successfully sustain a programme: new materials are needed and ongoing support is required.

Under the Public Health Responsibility Deal introduced by the Coalition Government in 2011, 48 companies signed up to the following: “We will do more to create a positive environment that supports and enables people to increase their consumption of fruit and vegetables.”. The companies which made commitments are listed in Annex 1. Commitments were made covering a range of areas including: Products (new/

6 reformulated), Promotion (price/ point of sale), Information (recipes/leaflets), Employees (training/initiatives) and Customer feedback. In addition, in June 2013, the Association of Convenience Stores “committed to work with its members to roll out Change4Life branding into 1000 stores, to improve fruit and vegetable availability in deprived areas.” This is an ‘individual pledge’ under the Public Health Responsibility Deal and affects 1,000 stores out of 33,500 shops in total throughout the UK. Unfortunately the reporting system for the Responsibility Deal does not allow for evaluation of the implementation of these pledges nor whether they captured new commitments which would not otherwise have been made.

Strategies to increase retail purchasing of veg

To be successful we need to drive up veg sales, and ensure that we are not just increasing one vegetable’s market share over another but driving up the entire category. Moreover, increased sales cannot mean increased waste, either in the supply chain or at home. Ideally, increased sales have a neutral effect on overall shopping costs, rather than resulting in net increases.

In this paper we will consider a few possible strategies for increasing veg sales and summarise where we can, the evidence behind these.

 Remove packaging for some product lines so displays look more exciting  Make the fresh and frozen veg offer to more diverse (new varieties, sizes etc.)  Increase the number of points at which veg can be bought around the store  Increase promotions of F&V  Include a portion of veg in all meal deals  Invest in instore marketing – shelf tags, shelf displays, posters etc  Ensure convenience stores do not under-trade in veg and prevent the further closure of street markets

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Packaging

We now buy the vast majority of our fruit and vegetables in packaging. Does this support or deter rising levels of consumption?

Impact on consumer Impact on retailer Investment in machinery and packaging NEGATIVE Increases farmgate price for producers Technology changes frequently, and costs with onsite factories but are high and these investments can make for other supply chains it might drive it impossible for (smaller) farmers to sell down farmgate prices as processes look direct to supermarkets and instead mean drive down farmer payments in order to they have to sell through marketing desks. invest in infrastructure. Ultimately however, lower margins for producers can have detrimental impacts on consumers if it means there is less finance to invest in product innovation and R&D.

Transport losses and efficiency POSITIVE POSITIVE Ultimately means prices can be lower Contributes to less waste in the Trays can be easier to pack in crates than supply chain loose products and packaging may prevent damage in transport

Shelf life POSITIVE POSITIVE When packaging has a genuine impact on When packaging has a genuine The extent to which packaging increases shelf life impact on shelf life shelf-life varies between products. For some, such as cucumbers, shrink wrap preventing water loss can extend life from 3-14 days, and new potatoes for which opaque bags preventing light damage can delay greening from hours to days.2 For

2 http://data.parliament.uk/writtenevidence/committeeevidence.svc/evidencedocument/environ ment-food-and-rural-affairs-committee/food-waste/written/37721.pdf

8 others, such as a bag around a cauliflower the value is questionnable.

Information NEGATIVE When “Display Until” is still used on Packaging could allow more information packaging which consumers interpret as to be given to consumers about the “Use by” product than can be provided in the shelf display information POSITIVE When health benefits and storage instructions and possibly recipe ideas are presented clearly

Appearance NEGATIVE NEGATIVE Though some people may prefer not to Displays less visually appealing have other customers handling their produce. Packaging makes it harder for shoppers to assess the fruit or veg – in particular, ripeness and this might also have a further impact on potential for waste at the household level.

Convenience POSITIVE POSITIVE Speed of shopping increased (is this Customers move faster through ultimately a benefit?) the fresh produce and spend more of their limited shopping NEGATIVE time in aisles which deliver Grading standards mean that you can’t higher margins choose size of produce which you want

Quantity purchased NEGATIVE POSITIVE Buy more than otherwise would or don’t Buy more than you otherwise buy at all because quantities too big, in would particular given trends in household size (28% of households in 2016 were single person and single person households generate 33% more avoidable food waste per person)

Diversity of offer

Within a few vegetable categories we have a large number of varieties on offer and for other categories we have very few. For example, tomatoes are now a large category offering a large number of varieties, sizes on and off the vine and increasingly, a variety of colours (yellow, orange, purple, green etc). This is contrast to for example, carrots where there is very little variety. Introducing more varieties obviously introduces further complexity into the supply chain which may in turn drive up cost and in the competitive retail environment in the UK there is a pressure to simplify and reduce SKUs rather than increase them. More varieties may simply encourage people to replace one variety with another rather than increase their overall consumption, or it may encourage them to experiment with new dishes and recipes which they would otherwise not have considered.

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Increasing the points at which we can buy veg around the store

A study in ten different countries with 121 supermarkets reviewed the shelf space devoted to eight categories of foods, and the relationship to mean population BMI and concluded that a higher percentage of shelf space devoted to F&V products in their different forms was associated with a lower national BMI (Norman, Hoffmann, & Cheskin, 2014).

Annex 2 shows the guidance provided by a major confectionary brand to store managers to maximise sales of confectionary, biscuits and savoury snacks. It recommends positioning products in four areas of the store: Main Fixture, Sharing Zone, Hot Zone (near the check-out) and Secondary display (seasonal, specialist etc). These four zones each have specific guidance on what should be included, shelf positioning, promotional material etc.

Currently whole fresh vegetables are typically available at one point near the entrance, and prepared veg may be available in the chilled aisles, and frozen in the frozen aisles. Supermarkets operating with a small floor space (local/express stores) tend to have a fruit and veg display in crates on shelves. What scope is there to have fresh check-outs with snack veg options? Or ambient displays of key veg next to the meat sections (e.g carrots and mushrooms by the mince; cauliflower by the cheese; peppers and salad bags by the pizza; bags of prepared veg by the ready meals etc).

Veg in a shelf stand with ambient products, Waitrose

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Increase promotions of veg

In the UK we buy approximately 40% of our food and drink on promotion, and PHE estimates that these promotions cause us to buy 20% more calories than we otherwise would. There is good Baby Carrots shelf promotion, USA evidence to show that promotions are skewed towards unhealthy foods3, but some retailers have made deliberate efforts to cut back on volume based promotions of fruit and veg in order to reduce food waste. Although research on the link between such promotions and waste was not conclusive, there is a strong public perception of a correlation between the two and this is particularly sensitive for fresh/short shelf life products (maybe not so for frozen or other long-life versions of produce). Promotions which take the form of temporary price reductions are considered less likely to result in increased waste (WRAP, n.d., 2011).

However, there may be less risk of waste if veg were included within instore meal deals and meal kits where for example ambient branded items are included with fresh veg and a recipe card. Recipes and serving suggestions on cooking sauces and other ingredients could include the possibility of alternative veg ingredients (for substitutability) and also include advice on storage of leftovers – eg how long would it last in fridge/how can it best be frozen. Mars brand MasterFoods in Australia added more veg to their cook-in sauce recipes and based on their data of the proportion of customers who follow the recipe on the product, estimate the change led to an increase in 13 million portions of vegetables eaten over a year.

Several retailers offer promotions on different groups of fruit and veg on a weekly basis – Aldi’s super Six, Coop’s Fresh Three etc. Others have tried free fruit for children (Tesco rolled this out in 800 stores in July 2016 and the Co-op gave free snack bags to its junior members (aged 5-15y) in Lincolnshire during the summer of 2016 (see Box).

3 http://www.esrc.ac.uk/files/news-events-and-publications/evidence-briefings/food-price- promotions-and-public-health/ Which? reference in Veg Facts 11

Convenience store’s initiatives to improve fruit and veg consumption

Alternatively, promotional schemes Dennis and Linda Williams, Broadway Premier (Edinburgh) - Fruit Club that reward and encourage veg Scheme (2016) purchase, could, rather than requiring an increased volume purchase on the same occasion, the benefit could be delayed to a future occasion. This could in turn be used to encourage the practice of top-up shopping, in particular for fresh produce (eg vouchers issued at the time of the online shop to be used later the same or the following week in-store for a top up on fresh veg).

Dennis and Linda regularly organise and provide food for the breakfast club of Veg in meal deals the local primary school. This has been recognised by local politicians and the MSP for helping to address health inequalities in the area and showing how local community shops and schools can partner for the benefit of the local Figure 3 provides a snapshot of meal area. deals in stores in London in January. Dennis and Linda have also launched an innovative ‘Fruit Club’ initiative which encourages children to buy fruit. Operating similar to a loyalty card, kids earn The results show a rough proportion a stamp on their card every time they buy a piece of fresh fruit. For every four of products with at least 80g of veg pieces of fruit they buy, they get a free piece – so they can have ‘Free Fruit Friday’ every day of the week in the store. included. One store manager said that currently their offer was more Budgens – Free Fruit to Kids in Loyalty Scheme (2015) healthy than normal due to new In 2015, Budgens launched the ‘Free Fruit Challenge’ which aimed to increase fruit sales and bring families in stores, by offering school children one free year’s resolutions!! It should be piece of fruit a day from participating stores. Each time a child claimed their noted that pulses are not included piece of free fruit, their parent could get a store loyalty card stamped. Once the child had claimed five pieces of fruit – the parent could use the store here as veg, even though a portion loyalty card to receive £2 off a £20 shop. of pulses contribute to 5 a day. The Rav Garcha, Nisa Retailer (Shrewsbury) - Offers Free Fruit to School proportion of products with at least Children (2013)

80g included is heavily skewed Rav Garcha worked with his local school to promote healthy eating by offering upwards by the M&S data, but school children free fruit or vegetables. Rav sent a letter to every school child offering them vouchers for five pieces of fruit or vegetables when they visited nevertheless shows, particularly his store. The children were also incentivised to visit the store as each among snacks, the considerable voucher would be entered into a prize draw for an Amazon kindle. scope for more options which Rav Garcha said: “Our store is an important part of the local community and include a portion of veg. we try to help the people in the community as much as we can. Ensuring children have a healthy diet is important to use and we offer a large range of fruit and vegetables in store and hope that this voucher scheme will help children not only recognise the fresh product available but also encourage them to eat more fruit as a snack”.

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Snapshot of lunchtime meal deal (Tesco, M&S, Sainsbury's, Boots), London, Jan 2017 200 180 160 140 120 100 80 60 40 20 0 main options main options snack options snack options available including at least available including at least 80g veg 80g veg

Instore marketing

The NFU recently commissioned a report which included a review of the evidence of strategies to increase in store purchasing of fruit and veg. This report showed the effectiveness of trolley placards which state:

 “In this store most people choose at least x produce items”  List of the top 10 F&V purchased

This was shown to increase spending on fruit and veg by 7.5-12.4% without increasing the overall spend on food (Payne, Niculescu, Just, & Kelly, 2015). Other interventions which have been tried include shopping trolley mirrors and marked out sections for F&V and store floor signs towards the fruit and veg section. Location of messages where shoppers have time to consider them is important. In the case of messages designed to minimise potential waste, this could be at the till (though decreasing time is spent there) – for example, confirming optimum storage advice or suggestions for multiple uses of purchased F&V.

Qualitative research by David Evans highlighted consumers’ over-optimism about their use of fresh produce leads to purchases which are then unmanageable. In practice, providing shoppers with a realistic vision (visual imagery) of what recommended veg consumption for a week (for different sized households) might look like (eg acknowledging need to use prepared veg, or veg in prepared meals on some days of the week and fresh when there’s time..) could be helpful as a meaningful translation of the “portions” advice and could help with moderating quantity of fresh v. other forms purchased, to address both sufficiency and waste.

The NFU report also made a case for increased knowledge and support of supermarket staff in providing advice to customers, drawing data from an FMI study in 2010. This study results are summarised in Table 3.

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Table 3. Supermarkets as an enablers of healthy eating (Adapted from FMI, 2010)

eat healthy meals most days do do not total Helps me make healthy food choices 60% 34% 50% Helps me make healthy choices for children 41% 25% 35% Provides information on food and beverages 44% 28% 38% that help manage specific health concerns Promotes healthy living 61% 39% 53% Stocks a wide variety of healthful foods and 79% 60% 72% beverages Store employees are knowledgeable about 29% 17% 25% nutrition Store employees are knowledgeable about 30% 19% 26% nutrition supplements Store employees are readily available when I 64% 49% 58% need them

Ensure convenience stores do not under-trade in veg and prevent the further closure of street markets?

There are a total of 50,000 convenience stores across the UK and 74% of them are run by independent retailers. Scotland has more shops per head than any other part of the UK (Association of Convenience Stores, 2016). Convenience stores typically have strong levels of engagement with their communities (see Box). Kantar data show that the independent sector tends to under-trade in fruit and veg. Forty two percent of convenience stores operate with no other shops in the immediate vicinity, 35% of convenience stores sell no fruit and veg, but 33% have increased the range of fruit and veg they sell over the last 5 years (Association of Convenience Stores, 2015). There are some symbol groups which are placing considerable emphasis on their fruit and veg offer and use fresh produce as a central element of their commercial success.

Convenience stores face specific barriers in comparison to supermarket chains in fresh produce:  First, they may be concerned about waste and whether they will actually sell fruit and veg if they have not done so before. There will inevitably be waste when store first starts to sell fresh produce while consumers find out what is on offer.  Their normal supply chains may not be suitable for fresh produce and deliveries may not be frequent enough to address short shelf life etc. They may not have capacity for chilled produce (refridgeration etc).  Store managers may expect there to be low demand and therefore reluctant to take the risk.

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Street markets are another source of fruit and veg beyond supermarket settings which typically offer Fruit and Veg in Londis, Canterbury prices close to wholesale prices. There are 1227 retail markets in the UK, with 32,000 businesses trading in them and a combined turnover of £2.7billiion. 65% of retail markets are run by local authorities and 18% are operated by private companies. The remainder comprise retail markets managed by trader cooperatives, social enterprises and community interest companies. While markets are reporting declining footfall and profitability, turnover is rising year on year. Markets are unevenly spread geographically with 38% in the south east England and only 9% in Northern Ireland, Scotland and Wales combined. Food is a growing area of business, especially hot food (“Mission 4 Markets - Industry,” 2016).

Possible commitments x% increase in volume of veg sold in major retailers (fresh, frozen, prepared veg, veg in ready meals), without resorting to volume based promotions.

Convenience stores within symbol groups commit to grow their sales of fruit and veg by x% and engage in a series of seasonal campaigns linked to local produce.

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References

Adams, J., Halligan, J., Burges Watson, D., Ryan, V., Penn, L., Adamson, A. J., … Williamson, P. (2012). The Change4Life Convenience Store Programme to Increase Retail Access to Fresh Fruit and Vegetables: A Mixed Methods Process Evaluation. PLoS ONE, 7(6), e39431. https://doi.org/10.1371/journal.pone.0039431 Association of Convenience Stores. (2016). The local shop report. Retrieved from https://www.acs.org.uk/wp-content/uploads/2016/09/Local-Shop-Report- 2016.pdf Black, C., Eunson, J., Setterfield, L., & Mori, I. (2014). Scottish Grocers’ Federation Healthy Living Programme Evaluation. Department of Health. (2010). Change4Life Convenience Stores Evaluation Report. 04 Oct, 34. Retrieved from https://www.gov.uk/government/uploads/system/uploads/attachment_data/fi le/215984/dh_120801.pdf Manning, L. (2016). Enabling UK consumers to increase their consumption of fruit and vegetables Enabling UK consumers to increase their consumption of fruit and vegetables 2. Mission 4 Markets - Industry. (2016). Retrieved January 26, 2017, from https://www.mission4markets.uk/about/industry.html Norman, M., Hoffmann, J., & Cheskin, L. J. (2014). Shelf space devoted to nutritious foods correlates with BMI. American Journal of Food and Nutrition, 2(2), 18–22. https://doi.org/10.12691/ajfn-2-2-1 Payne, C. R., Niculescu, M., Just, D. R., & Kelly, M. P. (2015). Shopper marketing nutrition interventions: Social norms on grocery carts increase produce spending without increasing shopper budgets. Preventive Medicine Reports, 2, 287–291. https://doi.org/10.1016/j.pmedr.2015.04.007 Quested, T., & Murphy, L. (2014). Household Food & Drink Waste: a product focus. Final. Retrieved from http://www.wrap.org.uk/sites/files/wrap/Product- focused report v5_3.pdf). SGF Healthyliving Programme. (n.d.). Gold Standard Why should you be involved? WRAP. (n.d.). Why this guidance is required Food Promotions – Guidance for Retailers Purpose of Guidance. WRAP. (2011). Investigation into the possible impact of promotions on food waste.

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Annex 1: Responsibility Deal signatories and pledges

Type of pledge Products (new/ Promotion Information Employees Custome Company Fruit Veg Date pledged reformulated) (price/ point of (recipes/leaflet (training/initiatives r sale) s) ) feedback Aldi Y Y New products Y Y Y N Jan 2013 Aramark Y Y Y Point of sale Y Y N Oct 2013 Bidvest 3663 Y Y New products Price Y n/a n/a July 2011 promotions Booker Group Y Y n/a Y Leaflets Y n/a March 2011 Brakes Y Y n/a Price Y n/a n/a Nov 2011 promotions British Frozen Y Y New products N Y N N June 2011 Food Federation CH&Co Catering Y Y Reformulated Point of sale Y Y N July 2011 The Co-operative Y Y New products Y (inc. F&V Y Y Y March 2011 coupons at till) Compass Group Y Y Y Y Y Y Y March 2011 Coventry & Y Y Y Point of sale Y Y Y May 2014 Warwickshire NHS Partnership Dine Contract Y Y New products Point of sale Recipes Y N Nov 2013 Catering Feel Good Drinks Y n/a New products Y Leaflets Y N Jan 2013

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Food Dudes Y Y n/a n/a n/a n/a n/a Oct 2014 Health Gather & Gather Y Y Y Y Y Y N Aug 2011 General Mills N/a Y New products Y Y Y Y March 2011 Guide Dogs for Y Y N Price Y Y Y May 2013 the Blind promotions Harbour & Jones Y Y New products Y Y Y Y Jan 2013

Iceland Y Y Y Y Leaflets Y N March 2011 Jamie Oliver Food Y Y Y N Y Y Y Sep 2013 Foundation LIDL UK Y Y Y Y Y Y N Feb 2012 Little Tinklers Y Y Y N Y Y N June 2013 Nursery Marks & Spencer Y Y Y Y Y Y Y March 2011 Mars (UK) Y Y New products n/a Y Y n/a March 2011 Morrisons Y Y Y Y n/a n/a n/a March 2011 PhunkyFoods Y Y New products N Y Y N June 2013 Portsmouth City Y Y Y Y Y Y Y May 2014 Council Princes Y Y New products Y Y Y N June 2013 Restaurant n/a Y Reformulating Y n/a n/a n/a Sep 2011 Group Sainsbury’s Y Y Y Y Y N N March 2011 SecureHealth Y Y n/a n/a n/a Y n/a March 2013 Sodexo Y Y Y Y Y Y Y March 2011

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Southend Y Y N N Recipes/ print Y Y March 2014 Borough Council The Southern Co- Y Y New products Y Y N Y Sep 2011 operative Starbucks Y Y Y Price N N N Aug 2011 promotions Subway Y Y N Y Leaflets/print Y Y March 2011 Tesco Y Y Y Y Y Y N March 2011 The Health Y Y n/a n/a n/a Y n/a Feb 2013 Insurance Group The Walton Y Y n/a n/a n/a n/a n/a Jan 2013 Centre NHS Foundation Trust University of Y Y Y Y Recipes Y N April 2013 Sheffield Waitrose Y Y Y Y Y Y N March 2011 Wellbeing People Y Y Y Y Y Y N Jan 2013

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Annex 2: Guidance provided to store managers from a major confectionary company

Confectionary principles: Responsible for the most impulsive buys. “Great display is key to driving incremental sales opportunities”. Easier for shoppers to select what they are looking for and inspire them to buy what they hadn’t considered.

Key Principles LOCATION CATEGORY MANAGEMENT BRAND MERCHANDISING Can you see the Is the fixture tidy and in a Does the space occupied category? logical place? reflect market share? Is there a main fixture or Are shelves fully stocked? Are the bestsellers in best a primary site? selling location? RANGE ASSORTMENT COMMUNICATIONS TIMING Does range include best Manufacturer point of sale Make most of brand sellers? (POS)material investment Cover all needs: self, Clear pricing Seasonal opportunities share, gift Maximise use of stock see table 1.

Biscuits principles: Three options; sweet, savoury, healthy (including breakfast) Two shopper missions: on the go, top up Top up should take up 80% separately to On the go Sweet 60%, savoury 20% and healthy 20% Best sellers in priority spots

RANGE CATEGORY MANAGEMENT BRAND MERCHANDISING Focus on best sellers Offer all three categories; Space reflecting latest Brands backed by big sweet, savoury and trends investment healthy Confectionary on trend Biscuits declining MISSIONS COMMUNICATIONS TIMING On the go or top up Manufacturer point of sale Make the most of brand Must focus on both (POS)material investment Clear pricing Have displays in store Maximise use of stock where customers are most aware of products Seasonal opps

Savoury snacks principles: One of most significant snacks. Same size as biscuits and larger than carbonated drinks Choices can be planned or impulsive Highly complementary to other categories in store

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“The UK snacks market is currently led by traditional fried potato crisp, but the market is ripe for innovation so it’s really important that retailers keep up with trends and look to stock new innovation.”

RANGE CATEGORY MGMT BRAND MERCHANDISING Focus on best sellers and Link with other categories, Manufacturer point of latest innovations eg. Alcohol, dips. sale (POS)material Brands backed by big Cross purchasing opps, Clear pricing investment meal deals to help drive Maximise use of stock Popular brands to appeal impulse purchases to a large range

MISSIONS COMMUNICATIONS TIMING On the go or top up Make most of Make the most of brand Must focus on both manufacturers media investment investment by stocking Have displays in store and displaying products where customers are most when activity is running aware of products Fully stocked and clear Seasonal opps pricing

Store areas: MAIN FIXTURES Group by packaging format Best selling bars on best selling shelves, ie. Elbow level Brands and product type together Group brands without sacrificing best sellers positions Use manufacturers POS to highlight products whenever possible Products look best out of their case Only double stack very best selling products

SHARING PRODUCTS Best sellers at 1-1.4meter height Split categories (chocolate, sugar and kids and adults) Splitting chocolate, adult sweets and children’s sweets increased sales by 37% Use secondary sites as only 13% customers use every aisle Main display should be in an area of high footfall Promo features encourage impulse buys Top shelf for new products

HOT ZONE All shoppers visit payment area, great area to inspire purchase 34% of all unplanned purchase comes from here New confectionary items to be here to increase sales At counter area, customers expect to see: Most recalled brands, eg. Extra or Cadburys. Almost all customers purchase gum, chocolate or sweets at this point within arms reach

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Best-selling lines here Use manufacturers POS to help create excitement and visuals “Confectionary is the most impulsive category in the store, if space is limited it is what to prioritise”

SECONDAY DISPLAYS (see table 1 for seasonal prompts) Stop customers in their tracks Ideal for new products with media investment High footfall area including around counter Stock most impulsive products to maximise sales yield Attractive and eyecatching. Clear pricing, good place for promos Useful to put near complementary categories.

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Table 1

Table 2

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