The Change4Life Convenience Store
Programme is a partnership between the Department of Health
and the Association of Convenience Stores to increase the
availability of fresh fruit and vegetables in convenience
Background to the programme
The programme is growing all the time. It began as a pilot
in the North East of England with 12 stores. By March 2010,
160 stores in four regions were retailing fresh fruit and
vegetables using the popular Change4Life brand. By March 2011,
Change4Life convenience stores were active in every English region.
Watch your business grow
Evaluation of the stores participating in the programme
shows an increase in sales of fruit and vegetables of up to
50% in some stores, particularly those that have installed a chiller for produce. Participating stores have also seen total
sales rising across the board by an average of 10.6% and the
percentage of customer saying the store was a good place to
shop overall rising from 43 to 54%. There has also been evidence that improving fruit and veg provision through the programme enhances the store's reputation with local schools and the community as a whole.
Who has been involved?
Stores from seven different partner symbol groups were
active in the first year of the programme:
Follow the link to each partner’s page to find out what
other stores on the programme have achieved with the support
of the programme.
What do I get?
Now you too can apply to retail fresh fruit and vegetables
using the Change4Life brand.
As a Change4Life convenience store retailer, you will be
able to retail fresh fruit and vegetables using the popular
Change4Life brand. Only convenience store retailers who have
signed up to be part of the programme can use the materials we
As a programme partner, you will be able to order:
- A training DVD
- A retailer guide – giving advice and tips on how best
to display and keep fresh your fresh fruit and vegetable
- Most importantly, you will also be able to use the
colourful and exciting Change4Life brand materials available
to Change4Life convenience store retailers - these are shown below
Download Change4Life retail guidelines (version 5, January 2013) (PDF, 386 KB)
How can I get involved?
Come and join our fast-growing club of retailers who can
see the benefit of retailing fresh fruit and vegetables using
the Change4Life brand!
If you'd like to use Change4Life branded materials
in your store to retail fresh fruit and vegetables, and for "A Fresh Approach" (a full guide on how to work on the programme), email firstname.lastname@example.org.