Chewing gum, chocolates or sweets. These are the products that are usually found next to the payment registers, in the so-called impulse buy shelves. A location that influences the purchase and consumption of unhealthy products and that can lead to the appearance of overweight or inappropriate eating habits. And it is a distribution that Canary Islands banana proposes to change.

The brand wants to encourage the consumption of fruit and change the perception that children have about healthy foods, and believes that supermarket distribution hides an opportunity for this. So, proposes replacing unhealthy products on impulse buying shelvesnear the payment registers, for the unit sale of fruit.

He does it within the framework of his program Proper Diet, which develops in collaboration the 5 a Day Association -which promotes the consumption of five daily servings of fresh fruits and vegetables- and is financed by the European Union. It was launched in 2022 and seeks to make creative and innovative solutions come true, designed in collaboration with different sectors, and whose objective is for children and adolescents to build a positive relationship with fruits and vegetables and adopt a balanced diet.

In this sense, within the Proper Diet program, Plátano de Canarias is proposing a pilot study that serves as a practical case and that allows analyzing the viability of using it in points of sale Impulse purchasing strategies associated with healthier and more responsible consumption. For this reason, it invites the distribution chains of our country to participate.

As the brand explains in a statement, the study would seek compare the behavior of fruit consumption in a limited number of stores. “Seasonal and local fruits would be placed with their corresponding “mirror” stores on the checkout lines.“, they point out from Plátano de Canarias.

Proper Diet Program Ideas

As Plátano de Canarias points out, the Proper Diet program has made it possible to collect around 200 proposals, which have finally been finalized in 20 great innovation ideas who are part of this project that aims to confront childhood obesity.

As detailed, in order to develop these ideas the project has followed a methodology composed of several phases: the launch of the “Fruit gives extra life” platform aimed at fathers and mothers; the review of studies of eating behavior in young people; holding events in schools to involve teaching staff; and holding workshops and ‘Think Tank’ sessions with experts in health, nutrition, home, parenting, marketing and commercialization, neuroscience or public administrations.

The brand ensures that the 20 resulting ideas combine cutting-edge technologies, such as artificial intelligence or augmented reality; digital medias -from applications to interactive games-; and face-to-face experiencessuch as cooking workshops or activities in gardens, in schools, health centers,
parks and food outlets.