Stores try fresh choices at the front

A £630,000 study funded by the taxpayer is to investigate whether putting broccoli, apples and bananas near the front of supermarkets boosts sales.

The three- year research project will involve re- designing the layout of some Iceland stores to see if shopping and eating habits can be changed.

The project is being paid for with a grant from the National Institute for Health Research, which gets its funding from the Department of Health and Social Care. The investigation forms part of the Govyears ernment’s strategy for combating childhood obesity and associated illnesses in later life, such as Type 2 diabetes and heart disease. It is being led by Dr Christina Vogel and a team from the University of Southampton who will work in partnership with Iceland, which has taken a lead on ethical issues such as plastic pollution.

The study is the largest of its kind in the world. It will invite 1,620 women aged 18-45 who regularly shop at one of 36 Iceland stores in England to take part. Dr Vogel said: ‘ With the publication of the Government’s childhood obesity plan in June, the race is on to find innovative ways to curb it.’

The academics will quiz the women before the stores change, and three times afterwards to find out about the food they and their children usually eat. Matt Downes, of Iceland, said: ‘We know childhood obesity is a growing issue and the retail industry has its part to play in tackling it.’