Food Retail Environment Research for Sustainable Healthier Diets (FRESH)

Start date: 1 May 2021
End date: 30 December 2026
Partners and collaborators: IGD
Primary investigator: Professor Michelle Morris
External co-investigators: Dr Alison Fildes, Dr William Young

Collection of groceries, Image credit: Magda Ehlers

The FRESH research programme is a collaboration between the University of Leeds and the IGD (Institute of Grocery Distribution) and their Healthy and Sustainable Diets Project group, which brings together 20 partners from across food retail and manufacturing. Launched in May 2021, this programme of research aims to understand how retailers can support customers to make healthier and more sustainable choices.

Over the past five years, the team at the University of Leeds, led by Professor Michelle Morris has worked with major UK retailers such as Sainsbury’s, Asda, Lidl and M&S to independently evaluate the effectiveness of real-world interventions in retail environments. These interventions test a range of behavioural “nudge” strategies in-store and online – such as signposting, product placement, online messaging and price incentives – to see what works in shifting purchasing behaviours towards healthier and more sustainable foods.

Interventions evaluated by the team include:

Using price to incentivise customers to eat more fruits and vegetables at Sainsbury’s.
Extending access to support for those most in need through Healthy Start Top Up Vouchers at Sainsbury’s
Altering the placement of plant-based meat alternatives at Asda
Signposting healthier swaps at the point of sale at Lidl
Placing salad options in prime locations with Italian meal options at M&S

The research has achieved significant research impact, with insights informing parliamentary evidence and changing how supermarkets are promoting products to customers and delivering their services. This research has helped the food industry make changes that have improved access to healthy foods in supermarkets across the UK.

The research insights have been published in academic publications, industry-facing reports, and the work has been recognised through several awards, including the University of Leeds Engaged for Impact Prize 2022, ESRC Celebrating Impact Prize 2023 and MRS President Medal Highly Commended 2024.

Research Fellows: