A spokeswoman for the national retailer says it could “confirm its involvement” with the Department of Health initiative, following reports it had held talks.
The potential tie-up is part of the retailer’s latest round of fresh activity to communicate its corporate social responsibility credentials.
Last week it launched a new cross media campaign ‘Doing the right thing’ to update on progress on its two year old set of CSR commitments and targets ‘Plan A’.
Involvement with the DOH’s £75m anti-obesity campaign Change4Life would help the retailer hit one of Plan A’s targets to help employees and customers lead healthier lifestyles by 2012.
Brands such as Britvic, Kellogg and Cadbury are also signed up to help promote the initiative, which launched with its first TV spot in January.
Some promotional activity has stalled over health organisations’ concerns regarding companies’ use of sub-brands on food packs in case it is seen as a health mark. The Change4Life umbrella brand is not allowed to be used by partners on products in order that people are not misled, and partners are still awaiting guidance on sub-brand.