SOUTH AFRICA - In a move to encourage healthier eating habits, Pick n Pay has introduced the Pick n Pay Live Well Club, a new addition to its Smart Shopper loyalty programme. 

This development follows the conclusion of the retailer’s long standing partnership with Discovery Vitality, which had been instrumental in promoting the HealthyFood programme for over a decade.

The introduction of the Live Well Club aims to make health-conscious shopping more accessible to the retailer’s vast customer base, including over 11 million active Smart Shopper members. 

“Consumers are increasingly looking to lead healthier lives without breaking the bank. This allows our customers to be rewarded for making healthier choices just by swiping their Smart Shopper card,” said Tessa Chamberlain, Marketing Director at Pick n Pay.

The retailer’s in-house dietitian, Juliet Fearnhead, emphasized that many South Africans are at high risk of developing diabetes, hypertension, or heart disease due to poor dietary habits. 

The new initiative is designed to counter these risks by promoting products that meet stringent health criteria for salt, saturated fat, and sugar content. 

“This prompted us to launch the PnP Live Well range, with each product meeting government regulations and Pick n Pay’s health standards,” Fearnhead added.

Expanding the range of healthy choices

Pick n Pay has curated an extensive selection of products approved for the Live Well Club, ranging from fresh produce to grocery items. 

These include fruit, vegetables, lean meat, fish, high-fibre cereals, and reduced-sugar condiments. Products from the retailer’s private label range, including No Name products, will carry a "Live Well Club" badge in-store and online, making it easier for customers to identify them.

Club members will benefit from a triple points incentive when purchasing approved products, and 15% off discount vouchers for in-store purchases, offering a tangible reward for choosing healthier options. The free-to-join club is part of Pick n Pay’s broader effort to integrate wellness into everyday shopping, building on past successes in promoting better eating habits.

“We’ve already seen the positive feedback from our diverse range of fresh produce and the Pick n Pay private label products. Our Live Well range offers exceptional value,” Chamberlain commented. 

She noted that Pick n Pay’s in-house dietitian will continue to provide guidance to customers on maintaining a healthy lifestyle.

Transition from Discovery Vitality to Live Well

Pick n Pay’s decision to conclude its collaboration with Discovery Vitality marks the end of an era for the HealthyFood programme, which had been a cornerstone of promoting healthier food choices among Smart Shoppers. 

The retailer’s new direction with the Live Well Club offers a more expansive opportunity for customers to access health-focused products directly through the Smart Shopper programme.

Meanwhile, Discovery Vitality has found a new partner in Checkers, joining forces with world-renowned chef and healthy eating advocate Jamie Oliver to continue the promotion of its HealthyFood benefit. 

This partnership launched in early September, adding a competitive edge in the healthy shopping space.

Boxer IPO on the horizon

As Pick n Pay launches its health-driven initiative, the retailer is also navigating its broader business strategy by preparing for the listing of its discount grocery chain, Boxer. 

The initial public offering (IPO), expected to take place by the end of 2024, could generate up to R8 billion (US$450 million) and is seen as a crucial step to address Pick n Pay’s financial challenges.

The Boxer IPO aims to strengthen the retailer’s core supermarket business and boost its market value, offering potential benefits to shareholders. The listing will also provide a clearer reflection of Boxer’s growth trajectory, positioning it as a major player in the discount grocery sector.

Details regarding the IPO’s share issue will be revealed closer to the listing date, as Pick n Pay seeks to mitigate recent financial pressures, including increased debt and a significant trading loss.