Asda has lowered the levels of salt and fat in its Smartprice economy food range, allowing customers to choose a healthier option without having to buy premium lines.
In addition, branded health-focused products have been reduced in price.
A six-pack of Evian has been reduced by 拢1 to 拢2.28, and Weight Watchers ready meals are down from 拢1.18 to 拢1.
Asda is expanding its core healthy-eating range, Good For You!, from 250 to 400 products and launching a Good For You! quarterly magazine, with a minimum circulation of 1m.
It will also offer 110,000 free health checks throughout its 271 stores, providing diabetes, blood-pressure and eye tests. Its pharmacies will offer cholesterol tests and trained nutritionists will give customers tips on healthy eating.
Last week Asda confirmed that Sharon Osbourne will front a health-focused ad campaign later this year.
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