Unilever, Birds Eye and Mars sign up for Change4life Swapathon

by Russell Parsons - 17/01/2011

"The Department of Health has confirmed details of the £250m Change4Life “Great Swapathon” that will see companies including Unilever, Birds Eye and Mars take part in an initiative to encourage people to swap to a healthier lifestyle."

The Government hopes the scheme, paid for by the food and drink industry as well as fitness industry partners, will result in one million swaps from unhealthy to healthier lifestyle choices.

The centre piece of the scheme is a £50 voucher book that provides discounts on healthier foods and activities. Four million will be available through News of the World and ASDA stores, while one million will be available through GP surgeries, local businesses, schools and local community services.

Recipes for healthier alternatives to snacks and nutritional and activity advice will also be provided.

The scheme is part of the Government’s plan to get the food and drink industry to help pay for public health campaigns. Health Secretary Andrew Lansley has previously said he wants Change4Life to be “less paid-for by government, more backed by business”.

Swapathon partners:

ASDA own brand
Birds Eye - packs of Sweetcorn, Country Mix, Select Mix or Green Beans
Kellogg’s Corn Flakes
Unilever / Flora Light & Hellman’s Light
Nestle - Pure Life Water and Ski Yogurts - low fat varieties
Britvic / Robinsons No Added Sugar Squash and 4x200ml My-5 Fruit Shoot
Molson Coors / Cobra Zero Alcohol Free Lager
Mars / Uncle Ben’s Wholegrain Rice
Warburtons - Wholemeal Loaf
Tumble Tots - play sessions
JJB Sports - sports footwear
Weight Watchers
Haven Holidays
Play Providers Association
Fitness Industry Association

More Details: http://www.marketingweek.co.uk/sectors/industry/unilever-birds-eye-and-mars-sign-up-for-change4life-swapathon/3021922.article