After years of criticism for selling unhealthy foods, Bradford supermarket Morrisons is turning over a new leaf by making healthy eating its new year resolution.

Morrisons is launching its Eating Smarter campaign across all its UK stores to help encourage shoppers to make healthier choices in their shopping trolleys.

The launch comes just weeks after the Bradford-based grocer was lambasted by the National Consumer Council (NCC) over the high levels of salt and fat in its economy range.

The NCC rated Morrisons the least healthy supermarket in the country and said it needed to take serious steps to offer its customers healthier alternatives.

Eat Smart will see the supermarket giant offering more than 200 new healthy products to its patrons. Signs will be positioned throughout its stores to steer customers towards less fattening goods.

Michael Bates, marketing director at Morrisons, said: "We all want to eat smarter but do not always have the time or knowledge to achieve our goals.

"Morrisons' healthier eating campaign has been developed to inform and inspire our customers to help them shop for a balanced diet. The Eat Smart five a day' labelled products are easily recognisable as healthier, convenient options within stores, helping our customers to make informed choices about the foods they buy and eat."

As well as the new product range, Morrisons is also providing customers with a free customer magazine. Let's Eat Smart will contain 92 pages of healthy food ideas, recipes, hints and tips. A website, www.letseatsmart.co.uk, has also been set up to allow customers to access the information 24 hours a day.

In addition all new products will be labelled with guideline daily amount information, spelling out how each foodstuff contributes towards people's daily nutritional requirements.

Morrisons currently has such information printed on the labels of more than 2,500 of its products and is preparing to re-launch its economy range later this year.

Nutritionist Fiona Hunter welcomed the new range and said: "A good diet is important for overall health and well-being.

"A healthy and balanced diet can help to maintain a healthy body weight and reduce the risk of heart disease, stroke, diabetes and osteoporosis.

"Morrisons' Eat Smart range includes meals that are either calorie controlled or contain less fat or sugar than standard products, making it easier for customers to switch to a healthier lifestyle."

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