Waitrose introduces an innovative ‘plant varieties’ logo to encourage healthier eating among consumers.
- The logo will be featured on over 50 new products, including fresh soups and cereals, starting January.
- Almost half of surveyed consumers are interested in eating 30 different plants weekly, aligning with the logo’s goal.
- 87% of consumers believe labeling plant variety would help in achieving dietary goals.
- Experts support the initiative, citing benefits for gut health and increased dietary fiber.
Waitrose, a prominent UK retailer, is pioneering a new ‘plant varieties’ logo on its packaging, aimed at simplifying the pursuit of healthier eating habits among its customers. This bold move represents a first for supermarket own-label products in the UK, setting a new standard in the industry.
The logo is set to appear on more than 50 products such as fresh soups, snacks, and cereals starting in January. The initiative seeks to spotlight the number of plant varieties in each product, making it easier for consumers to track their intake. For instance, the Vietnamese Style Pancakes with a Lime and Chilli Dip contains an impressive 11 plant varieties.
Recent research by Waitrose reveals a significant consumer interest in diversifying diets. Nearly half, or 46%, of consumers express a desire to consume 30 different plants weekly, aligning with the initiative’s objectives. Moreover, an overwhelming 87% believe that clear labeling of plant varieties on products would assist them in meeting these dietary targets.
Maddy Wilson, Waitrose’s director of own brand, underlines the benefits of this approach, stating that it removes the complexity from meal planning while ensuring meals remain enjoyable and health-focused. The initiative’s emphasis is on showcasing that adding plant diversity is simpler than assumed, including items like herbs, spices, and even 70% dark chocolate.
The health benefits of consuming a variety of plants are endorsed by experts like ZOE, noting improvements in gut microbiome and overall health. Waitrose’s commitment goes beyond immediate consumer convenience, with a long-term goal to enhance dietary fiber content by 25% by 2030.
Waitrose’s ‘plant varieties’ logo is poised to transform consumer eating habits, promoting health and simplicity.
