We speak to Avens Retail about how the company is helping customers make better diet choices.
Despite a widespread desire for healthy eating, three in 10 (28%) UK adults admit having difficulty in maintaining a healthy diet, according to recent research from Which? Lower-income households are particularly likely to struggle, with 36% of those in groups DE reporting significant difficulties, compared to 26% in groups AB.
Half (51%) of consumers find it harder to eat healthily now than before the cost-of-living crisis and 35% of consumers find healthy food too expensive, while 31% encounter issues with convenience (e.g. finding unhealthy food is easier to prepare).
Avens Retail Operations Manager Asbhan Javid, aka Ash, empathises. “In January people are on a health kick, but it can be difficult,” he says. “You need or want to do it, but it’s about your surroundings and what’s available to you at that time, there might not be a healthy option.”
Convenience stores are of course well known for their indulgent treats, with shelves laden with chocolate bars, crisps and cake. But that doesn’t mean that there isn’t room for some healthier lines too. Avens Retail, which comprises three stores in Fife, has made a conscious effort to make better-for-you options more accessible.
“Our Bakery Manager, Kirsty, cooks homemade soups with her team every single day,” says Marc Mitchell, manager at Avens’ Rosslyn branch. “We try to mix it up a bit, so we have two to three different ones over a weekly period, so there’s always a healthy option there.” Flavours include Tomato and Roasted Red Pepper, Leek & Potato, Chicken Broth and Lentil & Bacon, and soup and a roll costs just £2.
People who have special dietary needs or requests are also catered for. “We make our own sandwiches in store too and we can prepare gluten- or lactose- free rolls for people,” he says.
Protein power
Another popular purchase for those looking to eat more healthily is protein-rich local ready meal brand Savage Kitchen. “Their food is actually really tasty, and it’s got a homecooked vibe to it so that might entice someone,” adds Ash. “They have a very extensive range to the point where we can’t stock the whole menu. They do about 60-70 different varieties and we stock about 15.”
Nevertheless, the stores work hard to provide customers with an interesting selection. “We change them monthly, and the Savage Kitchen guys change their set menu quite substantially every four weeks.” The most popular lines are Sweet Potato & Chicken and BBQ Chicken & Veg, observes Ash.
In a further bid to help customers access healthier lines, whilst boosting sales, the Avens team has a dedicated protein chiller in each store. “We created a protein section in one of our refrigerated units two months ago because demand for it was becoming higher and higher,” says Ash. In addition to the Savage Kitchen meals, the fridge is filled with Graham’s The Family Dairy Protein 25 yogurts, Grenade bars, Huel and a vast array of flavoured milk drinks.
The firm also works hard to ensure the younger generation don’t miss out on healthy food. Marc visited the local primary school with the Healthy Living Programme to talk about healthy eating and treat the kids to a free healthy breakfast. “The area that we live in is quite deprived, so anything we can do for the children to help them have a better life and give them free fruit, we try and do,” he says. “Also, we give their parents ideas about what they can provide for a healthy breakfast, stuff like banana and toast, and fruit pops.”
All three Avens stores house free fruit stands for kids. “We replenish them every two to three days because it’s quite popular,” says Ash. “It’s at our front door offering free fresh bananas, oranges, apples and they just help themselves.”
Avens is certainly making a big difference, but Ash is keen for further changes to be made to encourage children to adopt healthier diets. “I believe more could be done to push kids in the right direction,” he says.
