Waitrose is a British supermarket; it has 291 stores and is the sixth largest grocery retailers in the UK. Living well is one of the four strands of 'The Waitrose way', and helping its customers to eat healthily is a priority for Waitrose. Back in May 2011, it launched the LOVE Life range - focusing on eating more variety and more of the right things instead of restricting choice.
According to Waitrose Nutrition Manager, Moira Howie,
“Shoppers generally know the right types of foods to eat, however healthy intentions can all come unstuck when it comes to working out the right amount to eat. The question of how much is just as important.”In 2009, IGD conducted consumer research to explore consumer perceptions of portion size and find out which foods consumers find the hardest to achieve appropriate portion sizes for - starchy carbohydrates, cheese and savoury snacks such as crisps and nuts were all cited as being tricky. The research included consumer focus groups as well as asking healthcare professionals which foods their clients struggled most to measure.
Waitrose has considered the findings from IGD research in the development of a range of new kitchen utensils to help consumers get the portion size right.
The tools make it easy to manage the quantities needed to make popular family dinners including a sauce ladle, a cheese grater portion pot and an easy-measure pasta bucket. These ensure appropriate portions to avoid overeating and they can help prevent leftovers going to waste.
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Snacks can also be hard to measure making it easy to overconsume certain foods. Waitrose nut pot has serving indicators to help keep portions in perspective and the supermarket has also created a simple cereal scoop to avoid families pouring too much.
The Waitrose LOVE life kitchen utensils are designed to make measuring portion sizes simpler and take the guesswork out of cooking and eating - making healthy eating easier for consumers.
Source: IGD.com
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