Supermarkets in Amsterdam's disadvantaged neighborhoods will lower prices on healthy foods next year as part of an innovative experiment. The initiative aims to determine if affordable pricing shifts consumer choices toward better nutrition.
This trial is led by the Institute of Health Sciences at Vrije Universiteit Amsterdam, drawing on extensive research into dietary behaviors.
“Our interviews show residents are highly sensitive to promotions, so stores will prioritize fruit and vegetables over bulk snacks like chips. We anticipate meaningful changes,” said institute director Jaap Seidell in Het Parool.
The exact number of participating supermarkets is yet to be confirmed.
