In 2020, we launched the Live Better icon to signpost to the healthier choices within our own brand ranges and we now have approximately 870 products bearing the icon, with more in the pipeline for 2023. We aim to have 1200 products in the range by the end of 2024. Our in house nutritionists check all Live Better products meet nutrition criteria; this means:
all need to be non-high fat, salt and sugar (HFSS) in accordance with the UK’s 2004-2005 Nutrient Profiling Model
must have a defined nutritional benefit, as listed on the GB Nutrition and Health Claims Register¹
no red traffic lights (unless entirely driven by fruits, vegetables, nuts or oily fish)
must meet category specific criteria e.g., bread must be high in fibre.
Live Better products are aligned to The Eatwell Guide² which supports more sustainable eating patterns.
¹A health claim is any statement about a relationship between food and health.
²The Eatwell Guide shows how much of what we eat overall should come from each food group to achieve a healthy, balanced diet.
Our 'Plant Pots' campaign
To address some of the research barriers and showcase our new produce range, Asda launched our Plant Pots campaign, with ‘how to prepare’ videos to inform and help customers prepare fresh fruit and vegetables alongside tasty, nutritious and easy to prepare one-pot recipes which were developed by our in-house chefs and nutritionists.
‘Plant Pot’ recipes contain up to five of your five-a-day per meal and easy for beginner chefs and the most time-stretched. The versatility ensures whatever is left in the fridge can be added – putting an end to throwing away food.
We focus on people, as well as products, working closely with colleagues and customers in the local communities we serve to help all ages form healthier habits and get active.
With our ‘Nutrition Toolkit’, developed in partnership with the British Nutrition Foundation, our Asda Community Champions engage with schools in our local communities to promote healthy eating.
Product Innovation
Feeding the nation means meeting the requirements of a range of diets and our chefs are continually developing new ranges to suit. Our Plant Based range, which is accredited by The Vegan Society, offers customers healthy, sustainable choices that are suitable for vegans.
We’re committed to:
Growing this range by 100% by 2024, helping more customers enjoy healthier, more sustainable alternatives.
Dairy alternative drinks
We reformulated our dairy alternative drinks ranges (26 products) by voluntarily fortifying with iodine, calcium, vit B12, D2 and B2 to match the nutrient profile of their dairy equivalent (cow’s milk). The design was updated to call out the fortification on pack to inform consumers.
Free from bread
We reformulated our free from bread range (7 products) by voluntarily fortifying with calcium, iron, niacin (B3) and thiain (B1) to match their wheat equivalent. The design was updated by adding a roundel to call out the fortification. We worked with our suppliers to overcome some challenges we faced during trialling such as developing a bespoke fortification blend to stop the bread greying due to the nature of the iron fortificant.
Free from cheese
We reformulated our free from cheese range (7 products) by voluntarily fortifying with calcium to match their diary equivalent. On 4 products we also reduced the salt GDA from red to amber.
