Supermarket Setting Research Articles

Sustainable purchasing behavior and the consumer: Pre- and in-store interventions to facilitate the use of carbon labelling

This empirical article presents the results of two interventions at different stages in the purchase process designed to influence consumer purchase behavior towards lower carbon products. Survey and questionnaire results show the potential for targeted interventions to increase awareness and understanding of complex sustainability initiatives, such as carbon labelling. Analysis of supermarket loyalty card data provides further evidence of the widely cited attitude-intention-behavior gap. The value of measuring the behavioral impact of interventions objectively is therefore highlighted. The challenge of attempting to change behavior within real world contexts, such as a retail supermarket setting, is illustrated and the consequences of this discussed. Our findings present valuable insights for researchers studying behavioral change and stakeholders attempting to influence pro-environmental purchasing behavior.

Impact of a Registered Dietitian Nutritionist–Led Food as Medicine Program in the Food Retail Setting: A Feasibility Study

BackgroundFood as medicine (FAM) interventions have been associated with improved health outcomes. However, there is limited FAM evidence in food retail settings. ObjectiveThe objective was to evaluate the feasibility of a registered dietitian nutritionist–led FAM program that aims to detect changes in participants’ nutrition problems and related nutrition and health outcomes, as documented by the Nutrition Care Process framework. DesignThe study was a descriptive feasibility nutrition intervention cohort analysis. Participants settingA convenience sample of online food shoppers were enrolled in collaboration with a food retail chain (n = 39 participants completed the intervention and were included in primary analyses). InterventionParticipants received nutrition care for 6 months either in person or via telehealth. The FAM intervention included tailored nutrition care that integrated software-generated meal plans and food shopping lists to support online food shopping. Main outcome measuresProgress of nutrition problems and diet quality (assessed via the Picture your Plate survey) were measured. Measurements included changes in anthropometric and biochemical parameters, blood pressure, and quality of life (assessed via the Centers for Disease Control and Prevention’s Health Related Quality of Life-14 survey). Statistical analyses performedMann-Whitney U test, Pearson’s χ2, and Wilcoxon signed-rank tests were used to detect differences. ResultsThe most prevalent nutrition problems demonstrated improvement rates as follows: excessive energy intake, 81% (n = 21 of 26); excessive carbohydrate intake, 88% (n = 7 of 8); and obesity, 100% (n = 5 of 5). Exposure to the FAM intervention improved dietary quality, quality of life, body weight, waist circumference, and systolic pressure. ConclusionsFAM interventions can be carried out by in-store registered dietitian nutritionists in the supermarket setting. This feasibility study highlighted the need and opportunity for larger studies in which registered dietitian nutritionist–led FAM interventions, in collaboration with food retailers, may improve people’s nutrition and health.

Visual fidelity in the metaverse matters for memory performance

The metaverse offers unlimited opportunities for interaction, training, business and pleasure across industries. While research is still in its infancy, the concept has been around for more than a decade, experiencing vast technological innovation in recent years. Headsets to experience metaverses via virtual reality (VR) provide increasing visual fidelity, which can alter the metaverse experience for the individual. Visual fidelity refers to the degree to which visual features in the metaverse imitate visual features in the equivalent real-world setting. We use a VR supermarket setting to study consumers' memory processes, dependent on the visual fidelity of the headset as well as task demands. Based on a 2 × 2 between-subjects design, we find that generally a higher visual fidelity improves explicit memory of features in the visual scene. Only for the case of a more abstract task, lower visual fidelity improves implicit memory. Additionally, higher explicit memory is associated with lower spending. We attribute these findings to the level of detail needed to perform the task adequately. We provide recommendations for designing metaverse experiences and research practice. We contribute to the literature on information processing by demonstrating the effect of visual fidelity on memory performance, depending on task demands.

Factors affecting public acceptance of healthy lifestyle nudges

In two online vignette studies, we investigated the effects of healthy lifestyle nudging and pricing interventions in two different contexts: a supermarket (Study 1) and a train station (Study 2). In Study 1 (N = 318) participants were randomly assigned to evaluate one of eight interventions described in a vignette and designed to either encourage healthier food choices or discourage unhealthy food choices in a supermarket setting. Two interventions comprised a small financial incentive to either encourage a healthy food choice or discourage an unhealthy food choice, but the other six interventions were nudges conceived to specifically impact agency, self-constitution or freedom of choice (three different aspects of autonomy). Relative to these nudges, the financial incentive interventions were not found to be less acceptable or more patronising. Overall, the encouragement of healthy food choices was rated as more acceptable and less patronising. The same pattern of results was found in Study 2 (N = 314). We conclude that interventions threatening specific aspects of one's autonomy do not necessarily affect its acceptance. However, the behavioural focus does affect intervention acceptance, that is, interventions focused on encouraging healthy choices are considered more acceptable than interventions that discourage the unhealthy option.

Evaluating the relative impact of multiple healthy food choice interventions on choice process variables and choices

Fiscal tools—taxes and/or subsidies—are increasingly used to address diet-related health problems. However, some studies have found that these tools are markedly more effective if attention is drawn to the tax or subsidy, suggesting that the price change alone may go unnoticed in the complex food environments that consumers face. Interventions that prompt individuals to consider health during choice show promise for promoting healthy food choices in both simple laboratory settings and complex, real-world markets. In this pre-registered study, I examine the impact of dietary fiber health prompts and/or dietary fiber subsidies on the per-serving fiber content of foods chosen, the documented set of products considered, and (self-reported) nutrition information use by participants in an online supermarket setting. Participants were randomized to one of four conditions: 1) control, 2) subsidy, 3) fiber prompt, and 4) fiber prompt + subsidy. Results show that both the prompt and prompt + subsidy conditions significantly increase fiber content of foods chosen (with the latter having a larger effect). While all three interventions influence the probability of using nutrition information during food choice and affect the set of products that respondents consider relative to the control condition, the effects were larger for the prompt and prompt + subsidy conditions. A multiple mediation analysis illustrates that both direct and indirect (through the set of products considered and the use of fiber information during choice) pathways lead to the significant overall increase in fiber content of selected foods.

Involving supermarkets in health promotion interventions in the Danish Project SoL. A practice-oriented qualitative study on the engagement of supermarket staff and managers

BackgroundSupermarkets have been suggested as relevant settings for environmental and educational initiatives encouraging healthier shopping and eating decisions, but in the literature, limited attention has been paid to the context, perspectives, and everyday practices of supermarket staff. The aim of this study was to examine the engagement of supermarket staff in a health promotion project from a practice-oriented perspective.MethodsThe study was based on qualitative data collected in the supermarket setting of Project SoL; a community-based health promotion project in Denmark. We conducted 26 in-depth interviews with store managers and other key staff members in seven participating supermarkets. In addition, we collected data on planning, implementation, and perceptions of supermarket staff of in-store interventions and other project-related activities. These field data included short telephone interviews, observational notes, photos, and audiotapes of meetings. Data were analysed from the perspective of practice theory.ResultsAlthough supermarket staff found community-based health promotion meaningful to engage in, the study observed that their engagement was challenged by a business mindset, practical routines and structural requirements favouring sales promotion over health promotion. Nevertheless, there were also examples of how health promotion activities and ways of thinking were successfully incorporated in everyday staff practices during and after Project SoL.ConclusionsOur findings point to both potentials and challenges for using supermarkets as settings for health promotion. The voluntary engagement of supermarket staff in community-based health projects cannot stand alone but should be supplemented by more long-lasting strategies and policies regulating this and other food environments. Context-sensitive and practice-oriented analyses in local food environments could inform such strategies and policies to make sure they target unwanted elements and practices and not just individual behavior.

Does promoting plant-based products in Veganuary lead to increased sales, and a reduction in meat sales? A natural experiment in a supermarket setting.

To explore changes in plant-based and meat product sales during and after implementation of a multi-component in-store intervention implemented by a major UK food retailer. Secondary objectives included exploring differences by store format and area affluence. The intervention increased the visibility, accessibility, affordability and availability of a selection of plant-based products. Unit sales of plant-based and meat products during the intervention (January 2021) were compared with pre- (November 2020) and post-intervention (February and March 2021). Non-meat product sales were assessed as a control. Negative binomial mixed models were used to explore sales changes and differences by store format or affluence. The intervention was applied in a real-world supermarket setting during Veganuary. Stores that applied the full intervention (n 154) were included for analysis. Weekly sales data for each store were obtained from the retailer. Average weekly unit sales of plant-based products increased significantly (57 %) during the intervention period (incidence rate ratio (IRR) 1·52 (95 % CI1·51, 1·55)). Plant-based product sales decreased post-intervention but remained 15 % higher than pre-intervention (IRR 1·13 (95 % CI 1·12, 1·14)). There was no significant change in meat sales according to time period. The increase in plant-based product sales was greatest at superstores (58 %), especially those located in below average affluence areas (64 %). Results suggest that increasing visibility, accessibility, affordability and availability of plant-based products led to increased sales, with evidence of lasting effects. No significant changes in meat sales were observed. Variation according to store format and area affluence indicates targeted intervention approaches are needed.

Food industry perspectives on potential policies targeting unhealthy food and beverage price promotions in Australian supermarkets

Current supermarket price promotions are likely to encourage unhealthy diets, leading some governments to recently endorse restrictions on price promotions for unhealthy food and beverages. However, little is known about the likely industry response to policy action in this area. The aim of this study was to understand how potential government policies targeting food and beverage price promotions in supermarkets are perceived by food industry stakeholders in Australia. Twelve semi-structured in-depth interviews were conducted with current and former employees of major food manufacturers and food retailers as well as other industry experts with experience related to price promotion practices in the Australian supermarket setting. Data were analysed deductively based on Lewin’s organisational change theories and inductively to highlight forces that might drive or restrain change.From an industry perspective, forces likely to create industry opposition to implementation of price promotion policy included: fear of losing competitive advantage; potential financial loss for food retailers and their suppliers; a perception that restrictions on price promotions for unhealthy products will not impact health; and a perception of increased financial cost to consumers. Forces perceived to drive implementation of a policy that would benefit public health included: mandatory regulation; extensive compliance monitoring; support for promoting healthy products; consumer education; and sufficient lead time and support from retailers for implementation. These forces, and the way in which they interact, need to be actively considered as part of efforts to change the healthiness of food and beverage price promotions in supermarkets.

Shopping in Reality or Virtuality? A Validation Study of Consumers' Price Memory in a Virtual vs. Physical Supermarket.

This study validates a VR supermarket as a research tool by studying the influence of the food shopping setting on consumers’ price memory—an important antecedent for price comparisons in the purchase situation. In a quasi-experiment, two groups of consumers were given a shopping task in either a physical supermarket or a virtual reality supermarket setting. Upon task completion, participants’ explicit and implicit price memory was measured across three food product categories (pizza sauce, pasta, and dark chocolate). Results revealed no significant difference between the two settings, supporting the comparability between the VR shopping experience and the experience in the physical supermarket. The VR supermarket can therefore be a valid tool for studying consumer food choice behaviour in a shopping context. Further results show that explicit price memory is weaker compared to implicit price memory, that even prices are remembered better than odd prices, and that price memory follows the expected pattern in a VR supermarket as well. Finally, exploratory findings indicate that the feeling of physical presence and self-presence is relatively high for this particular VR supermarket, whereas social presence is weaker.

Nudging more sustainable grocery purchases: Behavioural innovations in a supermarket setting

Increasing fruit and vegetable consumption in a shift towards more plant-based foods is considered a key component of a healthy and sustainable diet. Recent experimental work suggests that behavioural insights-based interventions in the immediate choice context may create opportunities for sustainable food-behaviour change. Among the many actors and elements of a complex food system, supermarkets are in a unique position as main gatekeepers to curate the interface between supply and demand and steer both in more sustainable directions. Sustainability-oriented retailers can use innovative behavioural tools to promote healthier and climate-friendlier foods (such as vegetables) while meeting the “triple bottom line”. A real-life supermarket trial in Denmark tested if multi-layered nudges can increase the purchase of fruit and vegetables. The intervention led to small increases in sales. These findings showcase the possibility that supermarkets, in principle, have agency and ability to nudge consumers towards more sustainable diets. To meaningfully shift consumers’ consumption patterns, supermarkets need an open sharing of best practices and the use of a sound methodology to better understand and effectively change consumer behaviour. In partnership with stakeholders, supermarkets could play a more active role in fostering a sustainable food transition by employing “nudges for good”.

Food promotions and the cost of a healthy diet.

With approximately two in three UK adults overweight or obese, one in five living in poverty and our emergence from the Covid-19 pandemic with implications for employment and income status there is an urgent need to understand what it costs to eat healthily and the role that promotions can play in helping householders manage food budgets. The literature suggests that, in affluent countries, price promotions appear to increase consumer food purchases and are applied more frequently to less healthy products than their healthy counterparts. This review discusses the cost of a healthy diet, identifies the prevalence of promotions in both the supermarket setting generally and a typical shopping basket specifically, and discusses the barriers to affording a healthy diet. Given the current policy focus on the cost of living and population health emphasising the need for food shopping to represent health and value for money for better public health outcomes, this review contributes to the evidence base for retailers' and policymakers' consideration as policy solutions are sought to reduce population obesity levels, while ensuring the affordability and accessibility of nutritious food. It is important, given the shift in consumer purchasing behaviour to online shopping as a result of self-isolating or reticence to physically access stores in response to the Covid-19 pandemic, that retail food promotions are available irrespective of the chosen mode of shopping (in-store or online).

Do virtual reality experiments replicate projection bias phenomena? Examining the external validity of a virtual supermarket

AbstractWe examine whether projection bias is also present in virtual environments. Two hypotheses were tested using a between‐subject experiment with three conditions: (i) experimental context (virtual vs. real); (ii) consumption periods (today vs. tomorrow); and (iii) appetite level (hungry vs. satiated). An exact replication of the virtual supermarket was performed in a real supermarket setting to test for robustness. The findings indicate the presence of a projection bias in the virtual reality setting. The robustness test used to compare a virtual and a real purchase at the supermarket showed that subjects in the virtual environment behave similarly to those in a real supermarket. These results validate our findings and highlight virtual reality use as a new tool for investigating consumer behaviour in food research.

Local food sales and point of sale priming: evidence from a supermarket field experiment

Purpose An intention-behavior gap often occurs for socially responsible consumption, where despite positive consumer attitudes, sales remain disappointing. This paper aims to test the ability of in-store priming to increase sales of local foods vis-à-vis imported, cheaper equivalents. Design/methodology/approach Laboratory and field experiments in three countries (Croatia, Slovenia and Serbia), working with an international grocery retailer, assess the ability of textual and pictorial-based point of sale (PoS) materials to increase the purchase of local foods. Field sales data, for the purchase of local apples and cherries and their imported equivalents, are complemented by an analysis of loyalty card transactions. Findings Field data indicate that both pictorial and textual PoS materials, significantly increase the likelihood of purchasing local foods, against cheaper imported equivalents. Pictorial PoS materials appear more effective than textual equivalents. Laboratory study data indicate that PoS materials increase the salience of goal consistent mechanisms in decision-making at the expense of mechanisms to achieve non-primed goals. Research limitations/implications The field experiment lasted for only two weeks and focused on seasonal produce. Practical implications PoS materials offer a low cost intervention for modifying consumer behavior in stores. Originality/value The paper develops a theory regarding how priming works and its application in a supermarket setting. This is investigated and validated in the context of local foods. The study offers encouragement for the usefulness of other in-store primes, such as relating to diet, to improve socially desirable outcomes without economic incentives or coercion and in a cost-effective manner.

Towards an impactful intervention in a food retail setting - insights from transition management

Abstract Issue Socioeconomic inequalities in diet and health form a persistent public health problem. Environmental, non-agentic interventions are most likely to be equitable, but have to be implemented in a wider system with interests other than health promotion. Description of the Problem The Supreme Nudge project (2017-2022) implements a health promotion intervention (niche experiment) in a supermarket setting (regime context). As a sufficiently impactful intervention is likely to conflict with interests of the setting, the Transition Management (TM) framework is used to guide design and implementation. Following the four steps in this cyclical model, we explore the context of the food retail system and identify key players; develop coalitions, shared visions and transition agendas; mobilize actors and implement the intervention; and evaluate, monitor and learn from the intervention. Interviews and focus groups were held to address these steps. Results The Dutch supermarket context consists of multiple chains that, after several price wars, are shifting competition from price to corporate social responsibility goals, including health promotion. Together with key supermarket players, a shared vision was defined: making healthy dietary choices easier while striving for neutral business outcomes. Transition paths towards this vision, including their barriers and facilitators, were explored. Additional actors were mobilized to adapt and refine intervention components, and the intervention will be implemented mid-2020. The intervention will be monitored and evaluated to facilitate upscaling. Lessons Applying the TM framework facilitated the development of coalitions and a shared vision, the co-creation of intervention components and identification of transition paths. This is likely to also benefit implementation and upscaling of the intervention. Applying the TM framework will also be useful for transferring successful interventions to other contexts. Key messages Implementing a health promotion in a food retail setting is challenging because of the conflicting interests. The Transition Management framework can facilitate successful implementation through creating a shared vision and foreseen transition paths.

The effects of nudging and pricing on healthy food purchasing behavior in a virtual supermarket setting: a randomized experiment

BackgroundEvidence on what strategies - or combination of strategies - are most effective and equitable in promoting healthier diets is needed. This study examined the efficacy of nudging and pricing strategies on increasing healthy food purchases and the potential differential effect by socio-economic position (SEP) among Dutch adults in a virtual supermarket.MethodsA randomized study design was conducted within a virtual supermarket (SN VirtuMart). Participants were exposed to five within-subject study conditions (control, nudging, pricing, price salience and price salience with nudging) and randomized to one of three between-subject study arms (a 25% price increase on unhealthy products, a 25% discount on healthy products, or a 25% price increase and discount). In total, 455 participants of low and high SEP (using either education or income as proxy) were randomized to conduct their weekly shopping in a virtual supermarket for five consecutive weeks. The primary outcome included the percentage of healthy purchases. Data were analyzed using linear mixed models.ResultsIn total, 346 (76%) adults completed all five shops within the SN VirtuMart. Median age was 32.5, 49.2% had high education and 32.8% had high income. Out of the 12 conditions, four conditions were statistically significantly different from the control condition. Nudging and non-salient pricing strategies alone did not statistically significantly increase healthy food purchases, whereas a combination of salient price increases and discounts led to an increase in the percentage of healthy food purchases (B 4.5, 95%CI 2.6; 6.4). Combining salient pricing and nudging strategies led to increases in the percentage of healthy products in all three pricing arms, with largest effects found in the combined price increase and discount arm (B = 4.0, 95%CI = 2.0; 6.0). Effects were not modified by SEP.ConclusionsCombining health-related price increases and discounts and combining these salient pricing strategies with nudges in a supermarket setting seems to stimulate healthy food purchases for both low and high SEP populations. However, further research in real-world settings is needed.Trial registrationThis randomized trial (NTR7293) was registered in the Dutch trial registry (www.trialregister.nl).

The Role of Methods of Service Encounter and Surprise in Customer Delight and Customer Loyalty in Indonesian Supermarkets

Traditionally, service encounters in firms have been conducted through interactions between customers and employees. In this digital age, however, different industries have begun to adopt Self-Service Technologies (SSTs) in which customers are serviced by a machine rather than a human employee. This study hypothesized that customer delight, customer retention intent, and Word-of-Mouth (WOM) intent can all be driven by both SST use and surprise. The purpose of this study was thus to examine the role of SSTs and surprise on the three aforementioned dependent variables in an Indonesian supermarket setting. 189 respondents were selected as the convenience sample to represent the Indonesian population, and a between-subjects experiment was conducted. The results revealed that neither service encounter method nor surprise had a significant impact on the three dependent variables. Surprise may not necessarily induce delight, perhaps due to a lack of a solid explanation that followed it and differences in cultural perceptions of surprise. Moreover, it was predicted that rather than the SST use itself, customer responses are influenced by the awareness of other Indonesians towards SSTs.

Consumers’ Valuation of Farmers’ Varieties for Food System Diversity

To increase the diversity in the food system from seed to fork, participatory on-farm breeding schemes have been proposed. For participatory on-farm breeding schemes to be successful, consumers need to be willing to compensate farmers for their efforts in breeding and in diversifying their cultivation. Using vegetables as an example, we investigated whether consumers of four selected European countries liked the idea of having farmers breed their own varieties and whether they would be willing to pay a premium for farmers’ as compared to standard varieties in a supermarket setting. The data was collected in an online survey and a willingness to pay was elicited using a contingent valuation approach. After providing respondents with information about the problem (diversity loss), solution (on-farm breeding), and the benefits of farmers’ varieties, consumers’ acceptance was very high and consumers were willing to pay a small premium. Our findings suggest that farmers’ varieties can be appealing to a wide range of consumers if the appropriate information is provided, as they not only address the increasing demand for more sustainable products but also for more food diversity and tasty products. To our knowledge, this is the first study to examine consumer preferences for farmers’ varieties for food system diversity.

Factors Affecting Impulse Purchase Behavior in Hyderabad – Marketing Perspective

An Impulse purchase being a growing concept has become an important part of enhancing sales in supermarket setting. Companies tend to devise strategies to plan for such behavior. The main objective of this research is the identification of factors affecting unplanned purchases and to give awareness to marketers in Hyderabad to understand these factors. 174 surveys in total were collected for analysis in Hyderabad. However, regression analysis, correlation coefficient and t-test were conducted to test the hypothesis. Moreover, independent factors such as sales promotion, store layout and personal factors were found to be affecting factors of impulse purchase whereas store ambiance was found to be weak positive but insignificant to the study. These findings can lead marketers of Hyderabad supermarkets to have an understanding of the factors affecting impulse purchase behavior and plan strategies to enhance the impulsive behavior accordingly. For the future researchers, we would recommend taking other important factors like income, credit card usage, weather change, time and salespeople into consideration which are very important to be studied for the market at Hyderabad and in another cities.

A Qualitative Exploration of Mothers' Experiences Receiving Mental Health Services in a Supermarket Setting.

Objectives Innovative mental health care delivery models have been proposed as a method to address disparities in access and utilization. The aim of this study is to characterize patients' perspectives and experiences of participating in one such innovative delivery model, group cognitive behavioral therapy within a supermarket setting. Methods In this qualitative study, 16 mothers were interviewed to explore their experiences and perspectives of receiving group-based cognitive behavioral therapy in a supermarket setting, as part of their participation in an academic-community research collaborative whose mission is to address mental health needs within low-resourced communities. Data from semi-structured interviews were analyzed using inductive coding. Results Five themes related to receiving mental health services in a supermarket setting emerged from the data: (1) Participants reported a convergence of life stressors and their introduction to supermarket-based services; (2) Participants perceived the supermarket setting as convenient; (3) Participants perceived the supermarket setting as less stigmatizing; (4) Participants perceived services in the supermarket as an acceptable form of mental health treatment; and (5) Participants described the program staff as an influential component of their treatment experience. Conclusions Understanding patient experiences of various service delivery models is critical to improving access to treatment and addressing disparities in mental health service utilization and outcomes. This study supports the use of innovative delivery models to increase access to mental health services in low-resourced communities.

Improving cardiometabolic health through nudging dietary behaviours and physical activity in low SES adults: design of the Supreme Nudge project

BackgroundInitiating and maintaining a healthy lifestyle -including healthy eating and sufficient physical activity- is key for cardiometabolic health. A health-promoting environment can facilitate a healthy lifestyle, and may be especially helpful to reach individuals with a lower socio-economic status (SES). In the Supreme Nudge project, we will study the effects of pricing and nudging strategies in the supermarket – one of the most important point-of-choice settings for food choices – and of a context-specific mobile physical activity promotion app. This paper describes the stepwise and theory-based design of Supreme Nudge, which aims to develop, implement and evaluate environmental changes for a sustained impact on lifestyle behaviours and cardiometabolic health in low SES adults.MethodsSupreme Nudge uses a multi-disciplinary and mixed methods approach, integrating participatory action research, qualitative interviews, experimental pilot studies, and a randomized controlled trial in a real-life (supermarket) setting. First, we will identify the needs, characteristics and preferences of the target group as well as of the participating supermarket chain. Second, we will conduct a series of pilot studies to test novel, promising and feasible intervention components. Third, a final selection of intervention components will be implemented in a full-scale randomised controlled supermarket trial. Approximately 1000 low SES adults will be recruited across 8–12 supermarkets and randomised at supermarket level to receive 1) no intervention (control); 2) environmental nudges such as food product placement or promotion; 3) nudges and a tailored physical activity app that provides time- and context specific feedback; 4) pricing interventions, nudges, and the physical activity app. The effects on dietary behaviours and physical activity will be evaluated at 3, 6 and 12 months, and on cardiometabolic health at 6 and 12 months. Finally, we will evaluate the Reach, Effectiveness, Adoption, Implementation and Maintenance (RE-AIM) of the intervention, and we will use insights from System Innovation and Transition Management theories to define the best strategies for implementation and upscaling beyond the study period.DiscussionThe Supreme Nudge project is likely to generate thorough evidence relevant for policy and practice on the effects of a mixed method and multi-disciplinary intervention targeting dietary behaviours and physical activity.Trial registrationThe real-life trial has been registered on 30 May 2018, NTR7302.