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Choice Architecture for grocery shooping "Healthy Groceries = MORE Active time for Children"

This concept is aimed at integrating food + lifestyle choices that create a beneficial situation for parents and their children each time they go shopping. What if a parent’s purchase of healthy foods enabled them to claim a discounts and benefits for their child's extra curricular activity? A mother would have incentive to purchase more healthy foods that would in turn mean a subsidy to their child's swimming lesson or tennis court hire.

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Eating healthy foods is only half the solution of the overweight problem. A healthy diet and a habit of exercise is the key to any weight problem. Inspired by "Nudge" and Tax rebates this concept looks at the notion of reward systems from a different perspective.

It does not require any more time or effort to change simple habits that benefits the family.
Just like the heart foundation stickers, markers and a visual branding system would be placed on selected foods. On top of education this "active food club" aims at providing benefits for parents and children.

Purchase of "active foods" products= a subsidy in child's activity fair "court hire, swimming lesson, etc"

1.) This visual branding allows parents to identify what products can benefit them.
2.) At the checkout the collection of nutritional foods would be calculated and an activity discount rate can then be calculated.
3.) With the reciept the parent can receive a discount from selected activities e.g. free entry to a swimming pool, court hire for tennis, baseball or coaching.

Parents have more incentive to send their kids to do sports because of the discount. The children will be out of their hands which gives them more personal time.
Children would have extra curricular activities to do. The family would be eating healthy foods. Children would be getting more exercise.

All of this because of the parents decision to select and assortment of "Active Foods" each time they buy the groceries.

Hopefully this may get kids to bug their parents in buying healthy foods so that they can try out new sports and activities. Parents may also see the benefits of this strategy and encourage their kids to take up new active activities.

Age of kids. The solutions to changing kids’ eating behaviors will vary depending on their age. What works for a toddler won’t necessarily fly for a teenager, although we suspect some concepts might be appropriate for all ages—even adults! Which age bracket does your concept address (tick all relevant boxes)?

  • Pre-school (Tots) 2-4
  • Elementary (Kids) 5-10
  • Middle school (Tweens) 11-13
  • High school (Teens) 14 -18

Hurdles to success. Helping kids make smarter food choices comes with a variety of hurdles that have to be addressed in order for a design solution to be successful, which of these do you think that your Concept overcomes (tick all relevant boxes)?

  • Expense and Convenience
  • Lack of Knowledge


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