SUPPORTING CUSTOMERS TO ADOPT HEALTHY, SUSTAINABLE AND AFFORDABLE DIETS

Tender description

Objectives and scope We are seeking support to develop and deliver an exciting behaviour change pilot project that engages retail customers in healthier, more sustainable eating. Specifically, we want to encourage customers to eat less and better meat, and more vegetables, wholegrains and plant proteins. Recognising that different customer segments have different needs, priorities and characteristics, we have chosen to focus on two target segments: low-income families, who are typically high consumers of meat and dairy products, and 'dabblers', customers who are open to changing their diets. The pilot project should: • Improve customer knowledge, skills and attitudes toward healthier, more sustainable diets • Employ bespoke strategies, techniques and messages to effectively engage the two target segments • Develop and test different meat reduction pathways with customers (e.g., meat as a treat, less and better meat) • Approach sustainable diets in a positive and non-polarising way, especially with regard to meat and dairy consumption • Make meat-reduced diets the norm in a way that resonates with the target segments • Be based on recognised behaviour change theory (e.g., COM-B, ISM) • Be designed to create lasting behaviour change • Provide insights to both partners on how best to communicate on healthy, sustainable diets to achieve customer behaviour change, and which elements of the pilot are suitable for scaling to a larger audience