FRESH is a collaborative research programme between the University of Leeds and Institute of Grocery Distribution (IGD).
The team at the University of Leeds, led by Professor Michelle Morris, has worked with major UK retailers, such as Sainsbury’s, Asda, Lidl, and M&S to independently evaluate the effectiveness of real-world interventions in retail environments.
These evaluations assess how changes in retail environments influence customer purchasing behaviours and support healthier and more sustainable choices.
Research impact
Our research has achieved significant impact, informing parliamentary evidence and supporting retailers to change how they are promoting products to customers and delivering their services, and improving access to healthier food options for customers in supermarkets across the UK.
Findings from our research has been published in peer-reviewed academic publications and industry-facing reports. The research has also received national recognition through several awards, including:
- University of Leeds Engaged for Impact Prize 2022
- ESRC Celebrating Impact Prize 2023
- MRS President Medal – Highly Commended 2024
Signposting Healthier Swaps
We evaluated the effectiveness of signposting shoppers to healthier swaps across a variety of products in Lidl.
Health messaging
We evaluated the impact of different types of using health messaging on purchases of crisps as part of a meal deal
Product placement
We evaluated the impact of placing placing plant-based meat alternatives directly next to their counterpart meat products at Asda.
Price incentives
We evaluated the effectiveness of price incentives in encouraging shoppers to purchase more fruit and vegetables at Sainsbury’s.
Price incentives
We evaluated the impact of Sainsbury’s offering a £2 top-up voucher for shoppers using Healthy Start vouchers in the supermarket.
Product placement
We examined the impact of placing four salad items in prime locations with Italian meals at M&S.
