K-food stores focus on healthy food solutions

The reference daily intake added on Pirkka product labels since the beginning of September, the Nutritioncode service extended to all K-food stores, and the customer lectures on healthy nutrition arranged by K-food retailers in cooperation with Dietician Hanna Partanen are the major means used by K-food stores to affect the eating habits of Finns.

According to Research Professor Pirjo Pietinen of the National Public Health Institute, the health of children and young people is a subject of international interest and several related research projects are also underway in Finland. The projects search for good methods to improve the eating habits of schoolchildren, for example.

"I see the trading sector's role as very important particularly in guiding families towards healthier choices. Practical means promoting better choices are needed, as the contents of the families' shopping baskets decide what young people eat at home," says Pietinen.

Kesko Food has signed an exclusive agreement covering Finland with Tuulia International Ltd on the introduction of the Nutritioncode service to all K-food stores to provide detailed information and recommendation on the contents of the shopping basket. The customers using the K-Plussa card can choose to receive concrete information about the health aspects of their purchases via the Internet service.

The first steps have also been taken to add the reference daily intake data on Pirkka product labels. These details, being introduced throughout Europe, clearly indicate the consumer the percentage of, say, the recommended daily amount of sodium in one serving of the product.

"Food expertise of the K-food stores is our special strength and has a key position in our strategy. We continue to focus strongly on ensuring that K-food stores remain forerunners in providing diverse and healthy food solutions," says Terho Kalliokoski, President of Kesko Food.

Means by which K-food stores promote healthier choices:

-          making the versatile recipes produced and experimented in the K-test kitchen easily accessible to consumers through Pirkka and K-RuokaPirkka magazines, the latter of which is available at K-food stores, and the TV programme called 'Mitä tänään syötäisiin'

-          reference daily intake data in Pirkka products

-          the Nutritioncode service which enables households to monitor the nutritional content of their purchases

-          selections built to meet customers' consumption habits

-          development of functional Pirkka products

-          lectures by dietician Hanna Partanen arranged by K-food retailers for their customers

Further information:
President Terho Kalliokoski, Kesko Food Ltd, tel. +358 1053 22204
Research Professor Pirjo Pietinen, National Public Health Institute, tel. +358 9 4744 8596

Press service: www.kesko.fi/materialbank > Current topics

Promoting healthy eating habits is part of the K-food stores' responsibility. Other priorities include responsible purchasing, product safety, concern for the environment and employees, and maintenance of diverse selections and services. A special focal area in K-food stores' responsibility is the wellbeing of children and young people.

Kesko (www.kesko.fi) is a retail specialist whose stores offer quality to the daily lives of consumers through valued products and services at competitive prices. Kesko operates in the Nordic and Baltic countries, and Russia.