Though Tesco, the UK supermarket chain, is primarily a food retailer, it's using its private brand to encourage consumers to make healthy decisions as part of the 'Little Helps to Healthier Living' campaign. The campaign includes TV ads, purchase suggestions, and recipe changes in hundreds of Tesco products all with the intention of making healthy choices easier for consumers.
Tesco has already removed over 8,000 tonnes of sugar and sodium from its own private brand products, but the Little Helps campaign extends beyond that change. Tesco has reduced prices on many of its items, both private label brands and fresh produce like apples, avocados, bananas, and tomatoes. Further, the store offers free pieces of fruit to kids shopping with their parents, and it has increased the visibility of that free fruit campaign.