GroentenFruit Huis

Choose Color Lab

Choose Colour Lab is a 6-week nudging and social marketing intervention to promote the purchase of fruit and vegetables (FV) in the supermarket in the Netherlands, in which multiple promotion strategies were simultaneously implemented to encourage FVs purchases.

To evaluate the effectiveness of the Choose Colour Lab on the purchase of FVs a control supermarket (without Choose Colour Lab) was included in the experiment to account for external factors, such as the weather. For both supermarkets, sales data of FVs purchases from 2017 and 2018 were collected; differences in sales data between 2018 and 2017 were calculated and compared between the supermarkets. In addition, questionnaires were administered in both supermarkets to measure customers’ satisfaction with the supermarket ambience, FVs prices and promotions, and the promotion of healthy food choices in the supermarket during the Choose Colour Lab.

Read more information in this factsheet about the Choose Colour Lab.