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  • Julie de Vaan

Stimulating sugar-free choices (Coca-Cola)

Updated: Aug 29


For public health, it is important to make it easier for consumers to make more responsible choices. That is why we have been supporting and advising Coca-Cola on how to encourage responsible choices since 2020.


Stimulating sugar free options in the supermarket

Our research into making responsible choices shows how consumers' food choices are made. Specifically in the supermarket we see that people often make choices on autopilot: without thinking too much about it, based on routine, convenience, what they see and what they know. We also see that most people are positive towards making responsible choices, but that they do not (want to) think about this while choosing their soft drinks. In this case, choices are mainly made based on taste perception and functionality.


Based on these insights, we optimize the shelf arrangement in the supermarket, we set guidelines for communication and advertisements, and we provide advice on the design of the (online) supermarket environment. It is especially important that sugar-free options become:

  • The easiest and most obvious choice to make

  • The most available and the most visible

  • Familiar and attractive to people


Behaviour & behavioural change - Health, stimulating responsible food choices, supermarket
Image from the video in which we present the new shelf arrangement together with Coca-Cola (video made by finally an agency)

In addition, we make a plan for communication in and around the supermarket and the shelves. The focus is on taste and functionality, but consumers are subtly directed towards responsible choices. The communication outlets are easy to process, so that they do not interrupt the autopilot. In order to inspire and motivate various supermarkets to go along with this effective and substantiated approach, we share our insights and advice with Albert Heijn, Jumbo, PLUS and Hoogvliet. We also advise and support them in the practical application. An example of this is Jumbo's 'Fris op z'n best' campaign, which is based on our advice on shelf and supermarket communication, and refined with our expertise in behaviour.


Behaviour & behavioural change - Health, responsible food choices and sugar free soft drinks, supermarket, Jumbo, campaign



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