Waitrose is piloting a personal nutritionist service as part of a drive to help its customers eat better and live healthier lifestyles.
Shoppers will be able to book one-to-one consultations, which include a health questionnaire, a personalised diet and lifestyle plan and a “starter pack” of healthy food and recipes.
Customers will be able to walk around the store with the nutritionist for bespoke advice about their dietary needs and will also receive a follow-up appointment to review their goals.
Waitrose is trialling the service, which costs £95, at its supermarkets in Canary Wharf and Kingston-upon-Thames.
Initially, customers will be able to book appointments until February 17.
The upmarket grocer said it would decide whether or not to roll out the initiative further following the trial period.
It comes a week after Waitrose launched its new Good Health private label, which has been introduced on hundreds of products including fresh produce, juices, smoothies, pulses and grains.
Waitrose nutrition manager Moira Howie said: “We know health is top of the agenda for many people as they embark on New Year resolutions, and that some shoppers find it difficult to know which foods are really good for them.
“We’re committed to helping customers make healthy choices that are personal to them and their lifestyles, and which help them to achieve their individual goals.”