ICA tries to maintain the market’s best range of products for food allergy sufferers. We also work actively to inspire our customers to eat a healthier diet. Through our own initiatives or in cooperation with local health planners, dietitians and health coaches, we help the stores to improve their health image. We also maintain an open dialogue with politicians, authorities, industry colleagues and other stakeholders on how retailers can help to reduce public health problems.
Important measures in 2009
Norwegian and Danish keyhole label: In 2008, authorities in Norway and Denmark decided to adopt the keyhole as their offi cial label for healthy foods. The starting date was June 17, 2009. In Sweden, the keyhole label celebrated its 20th anniversary. Over the years, ICA has committed to the labeling scheme and worked actively to spread awareness of the symbol.
Buddy with Your Body – 5 a day: Around 40,000 children participated in last year’s campaign, along with about 800 ICA stores.
Gott Nytt Liv: In 2009, work began on a modernization and renewal of the ICA Gott Liv line. The products will be adapted over time to be more inspirational for customers.
Age limits on energy drinks: During the year, an increasing number of Swedish stores introduced an age limit on the sale of controversial energy drinks. ICA has discussed the issue internally and with other food retailers and pushed for an industry-wide agreement. The issue of age limits has also been discussed by the industry in Norway.
Health measures in the Baltics: Rimi Baltic in Latvia has implemented a number of health-related activities. Among other things, customers have been able to meet physicians in stores and receive nutritional advice on preventing cardiovascular disease. Rimi has also treated children to lunch boxes with tasty, nutritional meals. The boxes, which are designed to be reused, encourage children to bring prepared food to school instead of unhealthy snacks. A large, well-publicized health campaign was implemented in Estonia to increase awareness of the importance of exercise, eating right and sleeping enough. Contests, exercise tips, talks with health experts in stores and online exercise diaries were all introduced. As a result of the campaign, the Estonian Heart Union cited Rimi Baltic as an excellent example of how to promote healthier lifestyles.