Healthy Choice, Easy Choice

06 November 2026

As part of the Healthy Food Healthy Planet project, which aims to create healthier food environments, we launched the Healthy Choice, Easy Choice campaign to encourage collaboration across the food chain and support consumers in making healthier food choices, with the active involvement of retailers.

In supermarkets, purchasing decisions are often influenced by factors such as checkout promotions, prominent product displays and strategic product placement. This initiative seeks to make the healthy choice the easy choice by increasing the availability and the visibility of healthier options at checkouts.

The initiative builds on successful experiences in the UK and the Netherlands, where policymakers and retailers have tested adjustments to store layouts and marketing practices to encourage healthier purchasing behaviours and improve public health outcomes.