Tesco is to take on Weight Watchers and Slimming World with the launch of personalised eating plans and a new healthy food range, named My Fit Lifestyle.
Launching initially across 50 stores in London, the grocer is creating My Fit Lifestyle zones in Tesco stores and on its website, with products colour-coded according to five different calorie bands to allow customers to easily see which products fit their personal plans.
Products in the range include Thai prawn and rice soup, grapefruit and orange with yoghurt and granola, and feta and bulgar wheat chickpea salad.
Customers will be encouraged to sign up to the My Fit Lifestyle eating plan on Tesco.com, where they can list their goals and receive a plan to match, and choose meals to fit with their plan.
To coincide with the launch of the new range, Tesco is launching a free London restaurant-on-wheels pre-booked taxi service, offering customers menu options from the My Fit Lifestyle range while travelling to work, meetings and around the city. The service, Ride ‘n’ Dine, kicks off on June 18 and will run for five days.
Tesco chief customer officer Jill Easterbrook said: “We know that our customers are looking for us to help them lead healthier lives. They’ve told us that the pressures of the day make sticking to a healthy eating regime really difficult. As a working mum of three I know just how busy life can get. That’s why we’re launching My Fit Lifestyle, so you can mix and match freshly prepared meals to suit your own personal plan.
“Taken together with our wider programme to help improve health and wellbeing, including our recent decision to withdraw confectionery from all checkouts, and the billions of calories we have removed from our soft drinks, sandwiches and ready meal ranges, My Fit Lifestyle is another sign of our commitment to help shoppers live more healthily.”