The concept of in-store dietitians has been growing in the US for the past few years (read NNB May 2022 for more on this) and the trend is starting to spread to other markets. During a recent trip to Sweden we spotted this sign, which reads “the dietitian’s choice”, by Fazer’s packaged rye bread in major supermarket chain ICA.

To qualify to be advertised as such, the product must be low in sugar and salt, high in dietary fibre and wholegrain, free from “unnecessary” additives and be a source of good fat.

ICA currently offers in-store dietitians in seven stores in the south of Sweden, where they participate in events, develop recipes and provide free in-store consultations. ICA describes the initiative as a way to improve public health by helping consumers make healthy food choices.

In-store dietitians can both help increasingly confused consumers with their healthy food choices and help healthier brands by amplifying their messages. According to IFIC’s 2024 consumer survey of 3,000 Americans, dietitians and healthcare professionals are the most trusted sources for information on what foods to eat and avoid. They play an increasingly valuable role in a crowded supermarket where good messages can get lost in the cacophony of tens of thousands of products.