nched ‘my fit lifestyle’, a new healthy-eating private-label food range.The launch follows research that reveals that six out of ten people regularly eat at their desk at work or on the move.
Almost 90 per cent of those surveyed said that they make unhealthy food choices due to their busy lifestyles.
The range, which is initially launching in London, builds on the emerging trend for personalised eating plans.
To make shopping the range easy, ‘my fit lifestyle’ zones will be created in Tesco stores and on the Tesco website.
Products will be colour coded according to five different calorie bands so that customers can see at a glance which products fit their personal plans.
They will then be able to count their calories on Tesco’s Health and Wellbeing website and app.
Tesco’s customers told the company that the pressures of the day made sticking to a healthy eating regime difficult, said Jill Easterbrook, chief customer officer at Tesco.
“As a working mum of three, I know just how busy life can get. That’s why Tesco is launching ‘my fit lifestyle’, so customers can mix and match freshly prepared meals to suit personal plans. Taken together with our wider programme to help improve health and well-being, ‘my fit lifestyle’ is another sign of our commitment to help shoppers live more healthily.”
By combining fresh, healthy, delicious meals with a personal eating plan, Tesco can support customers and help them achieve their health and well-being goals, said Easterbrook.
Each of the meals provides two of a person’s five-a-day.
