KEY POINTS:
Full-fat milk, cheese and yoghurt will be tucked away on the lower shelves of supermarkets in a proposed trial to change food consumption patterns and curb skyrocketing obesity rates.
The Counties Manukau District Health Board, fresh from a successful trial to replace full-sugar Sprite with artificially-sweetened Sprite Zero in McDonald's outlets, has now set its sights on dairy foods.
Board spokeswoman Amanda Dunlop said the project was still in its infancy but would look at aspects such as the availability and placement of low-fat dairy products on supermarket shelves, as well as its pricing compared with its fuller-fat cousins.
"We're only just now exploring what this initiative might look like."
But one option is a move to elevate low-fat cheese, milk, milk powder, and yoghurt on to eye-level shelves.
"Currently the fuller versions are there and we are talking with a retailer about putting lighter versions in that prime real estate."
Some supermarkets also do not stock low-fat versions, so the project is looking at increasing their availability.
Ms Dunlop said the pricing of low-fat products would also be discussed.
"There's a general perception that the healthier option is more expensive. In terms of milk, for example, it may not necessarily be so.
"It's very early days. Maybe it's just informing our population that they are the same price - to dispel that perception that the healthier choice is more expensive.
"Or maybe we need to look at the actual prices and how we can support people to make that behaviour change."
The health board has already had preliminary discussions with supermarket operators and food suppliers, who are supportive.
"We're very keen to work together and to trial something here in Counties Manukau. If we show it can work, just like the Sprite Zero project, there's an opportunity for it to be rolled out nationally."
Further talks are scheduled at the end of the month.
The project coincides with the health board's mass marketing campaign about healthier food choices and physical activity starting next month, and builds on initiatives such as the Sprite Zero trial conducted under the Let's Beat Diabetes banner.
Professor Jim Mann, from Otago University's department of human nutrition, said the dairy foods project could have a wider impact than the Sprite Zero move.
"To actually have good food ... available at reasonable price is pretty darn good."
Retail Therapy
* The proposed trial in Counties Manukau will look at the placement of low-fat dairy products on supermarket shelves. Retail research has shown that customers are most drawn to products placed at eye level in the central area of fridges and shelves.
* Pricing will also be examined. While some low-fat dairy products may be more expensive, others, such as milk, cost the same.
* A separate project by Auckland University has started recruiting 1200 supermarket shoppers in Wellington to see if a discount of 12.5 per cent (the rate of GST) on healthier foods would spur people to choose healthier options.
