Food retailers and manufacturers in England will work alongside ministers on a new drive to make it easier for people to choose healthier options when shopping. The government’s latest strategy aims to tackle high obesity levels by encouraging supermarkets to promote nutritious products through incentives like loyalty points, offers, or changing store layouts. The idea forms part of a broader ten-year NHS improvement plan due to be published shortly.

Health Secretary Wes Streeting said the approach marks a shift from past efforts, favouring collaboration with businesses over strict regulation. The plans include asking major food firms to report on healthy food sales and meet new targets agreed with government. There’s also discussion about reformulating products to improve their nutritional content. Ministers believe these changes could help lower obesity rates, reduce pressure on health services, and support families to make better choices without dictating what they should buy.

Retailers have welcomed the move, though some experts warn the strategy must be far-reaching. Campaigners argue that without involving takeaways and convenience stores, progress will be limited. The government also intends to explore tighter rules on alcohol marketing and expand programmes supporting weight management. Vouchers rewarding healthy lifestyles are expected to be offered through a new app.

Critics stress that healthier food still costs significantly more than processed alternatives, and a more comprehensive plan is needed to make nutritious diets affordable and accessible for all.