Personal Idea
Give supermarket customers the combined nutritional average of their food items. Printing this overview on the receipt, creates a strong connection between food choices and health.

The Consumer experience could become more in-depth through personal loyalty cards, quarterly letters and the store website.

Why is this a good idea
• It creates a powerful connection between food choices made and how they could affect your health.
Increasing the likelihood of consumer behaviour change.
• Doesn't require consumers to change their lifestyle to benefit from it.
• It will reduce Obesity in the UK - which in turn will alleviate some pressure from the NHS
• Empowering – educates people but doesn’t dictate to them
• Easy to understand, but with depth to become a comprehensive food guide
• World first
• Can also be incorporated into internet shopping
• The technology is already there
• Makes whoever implements it look good

Problems to overcome
• Apart from being the ‘good guy’ what incentive is there for a major supermarket to invest in the idea?