Italian supermarket chain U2 Supermercati has adopted a new strategy, Avancassa Controcorrente, which will see it substitute unhealthy foods with nutritional products at checkout tills.
According to the CEO of the retailer's parent company, Unes, Mario Gasbarrino, the intention is to introduce low-calorie food at checkout tills in all stores by the end of 2016.
The pilot project was launched last month in four stores (Monza Cederna, Meda, Novara Umbria and Magenta Espinasse), where a new assortment of nutritional products was installed. An ad hoc communication system was created for two of the stores, indicating the nutritional content of each product.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
