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Women's portal iVillage UK is to launch a major healthy-living

promotion in every branch of supermarket chain Tesco.

The site, which is a pounds 50 million joint venture between Tesco and

US women's site iVillage.com, is to use both in-store and online

promotions to launch the campaign, called the Shape Up Challenge.

Thousands of branded stickers will be placed on Tesco's Healthy Eating

range of cereals, ready meals and chilled foods, and the iVillage brand

will also appear in Tesco's range of in-store magazines such as Recipe

and What's New In-Store.

Launching on 4 June, the Shape Up Challenge will see iVillage.co.uk's

Diet & Fitness channel feature Tesco's Healthy Eating foods within a

specially designed eating plan. After signing up to the promotion, users

will be sent a weekly newsletter with their eating plan that can be

printed off and taken to the store.

Morra Aarons, marketing manager of iVillage.co.uk, said the in-store

branding will last for four weeks, but the online campaign might be

extended beyond its eight-week life.

She said: 'We'll have it promoted on our site and Tesco.com. We want it

to be a smooth user experience, as people will see it in-store and then

log on and see it easily on iVillage.'