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Building a Solid Foundation for Action

The Collaboration for Healthier Lives (CHL) China journey began in the second quarter of 2019 with a kick-off meeting that served to identify and align on the key health and wellness issues for the initiative. This was followed by series of best practice sharing discussions with Oliver Wyman and the CGF’s China team, as well as several in-depth research interviews with members (including Bright Dairy, Carrefour, Ele.me, METRO, PepsiCo and Walmart). The feedback from the interviews served as a solid foundation for preparations for the CHL China project design workshop that followed in Beijing in May.

In August 2019, a CHL China initiative discussion meeting took place in Shanghai where the project duration and topics were confirmed. The main topic decided was “Balanced Nutrition”, with a focus on “Three Reductions” – sugar, salt and oil – and “Healthy Oral Hygiene”. Four working groups of the Health & Wellness China Steering Committee were also decided at this time:

  • Education and promotional content: Mondelēz International, Mengniu Dairy, Mars, Incorporated, Nestlé and The Coco-Cola Company
  • In-store interventions: Sun Art, METRO and Walmart
  • Online interventions: Sun Art and Mondelēz International
  • Metrics measurement: Bright Dairy, New Hope Liuhe, Mengniu and Nestlé

Launching CHL China Trial Initiatives

In September and October 2019, a series of in-store activations and online initiatives were launched in Beijing, Shanghai, Shenzhen, Chengdu, Hangzhou and Shenyang:

  • Carrefour
    • Covered three cities
    • Rolled out “One for Good” shelf display, nutritionist lectures, “Health by Me” student initiative, and “Three Reductions” giveaway.
  • RT-Mart
    • Covered four cities
    • Rolled out “Health Guidance Shelf” in stores, Chinese consumer health and wellness survey and article publications in app.
  • Ele.me
    • Active weekly internal communications and identification of collaboration opportunities with retailers.