Sweden’s leading retailer ICA Gruppen has launched a social initiative promoting healthier living for consumers. The plan involves all its operations, including its pharmacy and banking arm. ICA says the scheme will run from 2021–2025 and comprises three focus areas: mental well-being, physical well-being, and safe use of antibiotics.

One of the first targets is that by 2025 at latest, purchases of fruit and vegetables will correspond to consumption of 500 grams a day per person. This will be achieved by providing inspiration and through a range of different measures in stores, communication and advocacy work. ICA will also take measures to reduce sugar content in private label products with focus on children and families with children.

Source: ICA Gruppen