A comprehensive approach to simplifying the life of consumers who want
to make healthier food choices
MONTREAL, Oct. 16, 2013 /CNW Telbec/ - Because a healthy diet, wellness
and eating pleasure are at the heart of its customers' priorities,
today Metro launches its À votre santé avec Metro healthy eating program. This program, implemented as of October 17 in
all Metro and Metro Plus stores in Quebec and in Ontario, will
contribute to simplifying the life of customers who want to make
healthier food choices.
The À votre santé avec Metro program rests on four commitments: improving our product offerings that
encourage healthy eating and providing customers with even more
choices; helping customers choose healthier food products; making it
easier to access affordable and healthy products; promoting healthy
eating within the community.
For Metro, eating well is all about three axes of action:
1- Cooking fresh and relatively unprocessed ingredients while
including as many fruits and vegetables as possible on your plate.
2- Making better choices when selecting products in the grocery
3- Enjoying healthy eating, without compromising taste, with our
tips and recipes.
Fresh and unprocessed products, such as fruits, vegetables, meat and
fish, are all considered to be good choices. At the very heart of
Metro's health strategy, the produce department is showcased with a
campaign entitled "Our fruits and veggies bring out a smile". Knowing
that fruits and vegetables are an important part of a healthy diet and
that it's not always easy to eat more of them, Metro has developed a
lighthearted and fun way to discover or rediscover products according
to the seasons. Tips and helpful hints will be featured in the flyer
every week, where they will occupy much more space, as well as
in-store, in order to showcase them and entice customers to cook them
in a healthy way.
With 48% of Metro's customers referring to the nutrition facts table,
today the company is launching a system of smiles that identify "good
choices" and "great choices" in the various grocery categories. It's an
initiative that enables customers to find the products recommended by
nutritionists which set themselves apart with respect to nutrition. The
products will be identified by a smile on the price tags - a simple and
effective way to avoid confusion. Along with in-store signage,
customers will have access to tips and helpful hints including those
developed by Linda Montpetit, Metro nutritionist, in-store and on metro.ca.
Metro has also partnered with a chef, Caroline McCann, who will develop
nutritious, simple and tasty recipes all year long in order to entice
our customers to cook.
Today the smiles are being launched into 4 product groups: breakfast,
dairy products, beverages and frozen products. Together, they represent
35 categories and over 5,000 evaluated products. In the spring of 2014,
they will be found in every grocery aisle.
"With this type of global approach, we assist consumers who want to make
healthier food choices, along with enlightening them as they deal with
the mass of information being offered with respect to healthy eating.
In short, we want to simplify their life and improve their purchase
experience" explains Marc Giroux, Vice-President, Chief Marketing and
Communications Officer, Metro Inc. "That way, they will now be able to
identify the good and the great product choices with one quick look for
each category. We will also use our new digital ecosystem to highlight
the good and the great choices for the planning of purchases."
A fun and diligent approach based on specific criteria by product
Metro is using experts to assist it with its approach: a team of
nutritionists that has developed criteria for selecting products, the
McGill Centre for the Convergence of Health and Economics (MCCHE) with
whom Metro is partnering, a Scientific Advisory Committee that will
monitor the implementation of the program and a chef who will assist
consumers on a daily basis by suggesting recipes that involve healthy
foods. The MCCHE is a world leader in promoting the development of an
innovative and integrated approach to studying world health problems
linked to nutrition. It is chaired by Laurette Dubé, PhD, who also
chairs the Scientific Advisory Committee. The Committee is made up of
Canadian experts in the fields of nutrition and health and will support
Metro in developing and implementing its program.
The approach chosen to select "good choices" and "great choices"
products is different than any other currently being used in Canada
because it rests on thorough nutritional criteria that are specific to
each product category. This specificity by category is important
because each food product has its own benefits. "In setting selection
criteria, we considered the amount of fibre, vitamins and minerals; of
fats, trans fats and sodium; as well as the presence of hydrogenated
oil, artificial trans fats, shortening and sugar substitutes",
explained Linda Montpetit, Metro nutritionist and member of the
Advisory Committee. "Along with the nutritional value analysis, we have
also reviewed the list of ingredients chosen. As a result, just because
a certain bread has a high fiber content does not mean that it will be
a great choice; its main ingredient must be a whole wheat flour,
therefore less refined." Details of the criteria are available on
Metro's website, thus ensuring complete transparency with respect to
the methodology of product selection.
The progress and the impact of the program will be measured and
monitored by the Metro teams and by the Scientific Advisory Committee.
À votre santé avec Metro is part of Metro's Corporate Responsibility approach which began in
2010, under the Delighted Customers and Strengthened Communities
pillars. The new initiatives related to the À votre santé avec Metro program will be added to those already underway, such as the Metro Green
Apple School Program and the development of the Irresistibles Life
Smart product line.
With annual sales of over $11 billion, METRO INC. (TSX: MRU), founded in
1947, is the only major Canadian food distribution company to have its
head office in Quebec. Along with its affiliates and franchisees, METRO
INC. employs in Quebec and Ontario over 65,000 people, whose mission is
to satisfy their customers every day and earn their-long term loyalty.
METRO INC. operates a network of almost 600 food stores under several
banners including Metro, Metro Plus, Super C and Food Basics, as well
as over 250 drugstores under the Brunet, The Pharmacy and Drug Basics
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SOURCE: METRO INC.
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