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Centra Launches 'Live Well' Initiative

By Publications Checkout
Centra Launches 'Live Well' Initiative

Centra has launched its 'Live Well' initiative, aimed at providing shoppers with information on nutrition, as well as offering healthy choices across more than 300 products in 460 stores nationwide, with plans to roll the programme out to even more.

The Centra Live Well initiative will aim to get its customers adding more activity to their daily routines through walking initiative as well as Centra’s now longstanding involvement with GAA.

The Live Well product range was developed in with the help dietician Sarah Keogh, a member of the Irish Nutrition and Dietetic Institute, and was launched at an event in House on Dublin’s Leeson Street, attended by model, blogger and busy mum Pippa O’Conner, GAA star and father of four Henry Shefflin and fitness guru Liz Costigan.

Speaking at the launch, Keogh commented, “I am delighted to be working with Centra on Live Well. I find too many people are confused about healthy eating or think that it is simply too difficult.”

“Live Well is about making the healthier choice the easier choice when it comes to choosing food,” she said.


Ray Kelly, Marketing Director at Musgrave Retail Partners Ireland explained that Live Well is Centra’s response to changing shopper preferences and tastes.

“Our customers are leading increasingly busy lives, and this has an impact on when and how they shop,” he said, adding that consumers don’t want to sacrifice nutrition when opting for convenient options.

The Centra Live Well has three pillars; helping customers make healthier choices by having a range of options on offer such as porridge or scrambled eggs for breakfast, salmon or chicken salads for lunch, and a range of fresh stir frys for the evening.

The initiative also aims to both educate and inspire consumers, by providing them with clear guides on quick and easy ways to meet their nutritional needs, from quick tips to recipes, in both Centra stores and online through the brand’s website and social media channels.

Finally, Centra is encouraging its shoppers of all ages to be more active with GAA summer camps for children, which for the first time will include lessons on nutrition, and community walking clubs to suit all ages.


© 2015 - Checkout Magazine by Jenny Whelan.


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