Metro smiles at healthy eaters during Nutrition Month

Grocery retailer Metro wants to help Ontarians choose healthy food during March, which is Nutrition Month, through new in-store and online initiatives that extend its “My Healthy Plate with Metro” program. Metro has placed “smile” icons on shelf price tags to indicate those products that have been rated by the program’s dietitians. More than 3,000 […]

Grocery retailer Metro wants to help Ontarians choose healthy food during March, which is Nutrition Month, through new in-store and online initiatives that extend its “My Healthy Plate with Metro” program.

Metro has placed “smile” icons on shelf price tags to indicate those products that have been rated by the program’s dietitians. More than 3,000 products—from dairy to frozen meals—have been rated as either “good choices” or “great choices” to date, with a goal of making it clearer for consumers which products are nutritious. Each of the product categories, from cereal to fruit juices, was rated by the dietitians based on its own set of criteria, such as how much protein, fibre, vitamins and how little fat, salt and sugar the products contain.

The online component to the “My Healthy Plate with Metro” program also educates consumers about better food choices. This new component to Metro’s website offers tips and recipes to make healthy shopping and meal preparation easier. Registered dietitian Cara Rosenbloom and Metro chef Caroline McCann, for example, share recipes for cranberry-nut energy bars and spicy spaghetti squash with basil and red bell peppers.

After researching Ontario shoppers’ eating and shopping habits, Metro launched its “My Healthy Plate with Metro” program in October 2013 to help “make healthy shopping, and eating, a fun and simple experience that will enable Ontarians to prepare better meals without the stress that some feel when it comes to eating well,” said Kathleen O’Hara,, Metro Ontario director of marketing and communications, in a release.

One result from Metro’s survey, which was based on the grocer’s Air Miles database of Ontario customers 18+, showed that a mere 22% of respondents find it very easy to identify healthy options.

“My Healthy Plate with Metro” was developed as part of a collaboration between Metro, the McGill Centre for the Convergence of Health and Economics and a group of registered dietitians.

Brands Articles

Pressboard ranks the best of brand content partnerships

10 publisher/brand collaborations worth studying

Porsche sells Canada its Macan by celebrating bicycles

Online short films focus on those who represent Porsche brand attributes

Uber’s marketing must mature to live up to $18 billion

The tech bubble taught us to watch out for marketing this dorky

Searchlight Capital buys M&M Meat Shops

Private equity firm gets into frozen foods

Aeroplan: 30 years of loyalty

SPONSORED CONTENT: Aeroplan's Chris Willoughby

Staples puts price at the heart of back-to-school campaign

Going up against Walmart and Target with its biggest campaign of the year

Kraft searches for Canada’s Ultimate Food Hacker

Contest winner will receive $25,000 and opportunity to create new recipes

VOCAB ready to raise funds for African orphanage

Meet Me in Africa will tackle one key project a year

Schick bids young men to think more about their shave routine

'Don't be like dad' is the message behind a new integrated campaign