Rootes Grocery StoreSimply moving where fresh fruit and vegetables are placed in a shop can increase their sales, new research by Warwick Medical School/the University of Warwick, published by BMC Public Health, has found.

The finding follows analysis of purchases from a real shop in which the location of the produce was changed with no further advertising or messaging added to encourage customers — suggesting that a simple “nudge” can encourage increased fruit and vegetable consumption without any conscious action by the consumer.

The changes to the location of the fruit and vegetables within the shop, Warwick's own Rootes Grocery Store, saw them being moved to closer to the store's entrance. This decision had been made without either the aim of conducting a research experiment or to purposefully encourage a healthier diet.

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