Tesco and Mars sign up to latest wave of Responsibility Deal

15 November 12, by
John Reynolds

Tesco: signs up to the Responsibility Deal

Tesco, Waitrose, General Mills and Mars are among the brands that have committed to the next phase of the Responsibility Deal, which is aimed at encouraging consumers to eat more fruit and vegetables and discourage retailers from displaying confectionery at checkouts.

Marketing this week revealed the government was to reveal the next phase of its "Responsibility Deal" programme, with a promise from food and manufacturing partners to improve he accessibility of fruit and vegetable to UK consumers.

The pledges outlined today are wide-ranging and include pledges from a number of the top supermarkets, including Tesco, Waitrose, Sainsbury, Aldi and Lidl, but not Asda, which has committed to previous elements ofthe Responsibility Deal.

Examples of pledges from brands and retailers include Iceland offering coupon deals on fruit and vegetables, along with introducing new fruit and vegetables products.

Aldi will increase the amount of store space dedicated to fresh produce and feature Super 6 fruit and vegetables lines its promotional activity including TV advertising.

Tesco is to launch healthy ranges that include: a minimum of one portion of fruit and vegetables, such as its Eat, Live and Enjoy range; adding fruit snack packs in meal deals; introducing new brands into its canned vegetable range; and putting more frozen fruit into their dessert section.

Mars Food is to introduce five new products next year as part of its Dolmio Sauce range, which will contribute to the government's five-a-day recommendation.

Subway is launching a campaign fronted