"Passionate about promoting a Good Food Economy"
The Lambeth School Superzones Convenience Store Project
The aim of this project was to create a healthier food environment for children. This was achieved by by talking to children to understand their purchasing behaviours and working with convenience stores close to schools to schools to stock and promote healthier alternatives within their store.
Evaluation by Brightpurpose
LAUNCHED March 2025
Evaluation of The Lambeth School Superzones Convenience Store Project by Brightpurpose
The aim of this project was to create a healthier food environment for children by:
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Talking with children to understand their purchasing behaviours in convenience stores and the factors that influence their purchasing decisions
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Working with convenience stores close to schools to stock and promote healthier alternatives within their store
Co-funded by the Greater London Authority (GLA) and delivered by Rice Marketing this project built upon previous work with convenience stores and wholesalers in Southwark, supported by the Mayor of London’s Good Food Retail programme and Impact on Urban Health.
developing the right approach
TALKING TO CHILDREN
As part of the project, Rice Marketing engaged with Holy Trinity Primary School, Ashmole Primary School, and the GLA’s Lynk Up Crew, carrying out focus groups and insight-gathering activities with 49 children related to their use of convenience stores and their awareness and perceptions of healthier food options.
WORKING WITH CONVENIENCE STORES
Ten convenience stores were selected to participate in the project, split evenly between the Brixton Hill and Oval school Superzones.
Each store received the following offer of support:
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Store visits – visits from Rice Marketing to build relationships and to ensure recommended changes were tailored to the layout and offer of each individual store
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100 Lines Framework – a framework of around 100 healthier option products known as best sellers, with personalised category recommendations from Rice Marketing
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Stock drop – a selection of free healthier option stock with a retail value of £149 delivered directly to the stores
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Recognition – acknowledgment of their role as one of only ten convenience stores across the borough chosen and committed to creating a healthier food environment
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Healthy Start guidance – an introduction to the Healthy Start scheme in its new form, including informational leaflets and a promotional window sticker
making an impact
QUALIFIED COMMERCIAL VIABILITY
All ten convenience store owners who participated in the project increased the number of healthier lines they stocked within their stores, increasing their offer by an average of 12-13 products per store.
The greatest improvements were made in the crisps and snacking, and soft drinks categories. In addition:
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Four store owners moved healthier alternative lines to more prominent locations within their stores
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Four store owners added healthier snacking options by the checkout or till
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Eight stores now display a healthy start sticker in their window
The evaluation contains key learnings from the project, including insight into how children use convenience stores, and practical learning about what it takes to get healthier lines stocked in convenience stores.
The evaluation shows...
it is possible to increase access to healthier options in independent convenience stores.
Once they are on the shelves, healthier products sell.
— Lambeth School Superzones Convenience Store Project Evaluation
BUILT TRUST TO SUPPORT OWNERS TO 'DO THEIR BEST' FOR THEIR COMMUNITIES
The success of the model relied on its ability to reduce the perceived risk of stocking and promoting healthier option lines for store owners.
Establishing strong relationships with store owners helped to build their trust in the advice provided, and their belief that the healthier lines would be profitable.
The inclusion of the stock drop, delivered with no additional effort from store owners, positively impacted their commitment to the project. It also allowed store owners to try stocking a greater number of healthier option lines for a lower cost than if they had to purchase all the stock themselves.
The group of store owners who participated in this project were interested in doing what was best for the communities they serve. It is believed this contributed to their openness to incorporating and promoting lines within their stores that could help their customers make healthier food choices.
the future
All store owners who participated in the project planned to continue with the changes made to their stores, five at the same level and five expanding on the progress made. Owners were interested in continuing their commitment to creating a healthier food environment within their stores. However, they indicated that to do so they required further evidence-based advice and guidance.
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Rice Marketing are continuing to support a number of convenience stores and local authorities, across London and beyond
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Bright Purpose, an evaluation and organisational development consultancy are supporting the work by evaluating how best to sustain the healthier changes made convenience stores
