Waitrose has revealed that it is training up some of its shop floor staff to advise shoppers on their diets, steering them away from junk food and towards healthier options.

Around 100 ‘healthy eating specialists’ will introduced to dozens of its stores, tasked with directing customers who ask towards healthy food on the shop floor, including Waitrose’s new ‘Good Health’ range.  They will also be trained to suggest recipes to shoppers and advise them on how to read food labels and nutrition information.

The advisory service is free but Waitrose is also extending a trial of a £95 service offering personal nutrition consultations from two stores within the M25 to an outlet in Basingstoke.

A Waitrose spokesperson said: “Many shoppers have the best intentions to be healthier but busy lives get in the way. We know that small steps, top tips and nuggets of good advice can help them get started and importantly stay on track.

“Research shows that changes do not have to be radical to have a positive effect and can have a lasting impact on health.”

Meanwhile, Waitrose yesterday launched a new brand campaign that puts the focus of its advertising back on food and cooking. The ‘Beautifully Simple’ campaign aims to inspire customers to cook more often using a small number of fresh ingredients to create everyday meals.

The campaign has gone live across TV, print, digital display and outdoor, and will be supported by social media initiatives.  Waitrose will also be offering 25%-off promotions on key recipe ingredients featured in the campaign and on recipe cards.

Rupert Ellwood, head of marketing at Waitrose, said: “We’ve seen an increasing trend for people wanting convenience without compromising on quality and that includes scratch cooking.

“We wanted this campaign to inspire people and make it easy for them to eat delicious food.  The no-fuss recipes have been created so that you’re only ever a few straightforward steps away from a tasty home-cooked meal made with the best fresh ingredients.”

The new campaign marks a shift for Waitrose’s advertising, which in recent years has focused on provenance, quality and community spirit.  It comes at a time when the chain is struggling for growth with its like-for-like sales up just 0.9% last year.