Coop Norway’s discount chain, Extra, receives prize for healthy marketing and celebrates with additional discount on fruit and vegs

Coop Norway’s discount chain, Extra, has been recognized for its commitment to healthier eating, winning the Ministry of Health and Care Services’sAward for Healthier Diets at the #MerAv seminar during the UMAMI fair. The award highlights Extra’s innovative “Alltid 8” - “Always 8”- concept, which has successfully encouraged Norwegian consumers to increase their intake of fruits and vegetables.

A Milestone for Public Health

The Alltid 8 initiative was launched in August 2024, in response to the Norwegian government’s updated dietary guidelines, which recommend that people consume at least eight portions of fruit and vegetables daily. To support this, Extra introduced consistently low prices on a rotating selection of eight different fresh produce items each month.

The initiative has had a remarkable impact, with sales of the selected fruits and vegetables increasing by 45%, and four out of ten shopping baskets now containing more than two units of fresh produce. Notably, the number of baskets with eight or more units has tripled since the campaign began. The Norwegian Minister of Health and Care Services praised Extra’s efforts, emphasizing that such initiatives contribute to long-term public health benefits by making healthier food options more accessible.

"We eat too little fruit and vegetables in Norway. Therefore, measures that make it easier to choose fruit and vegetables are important", said the Minister of Health and Care Services in a statement from the government.

Extra Celebrates with Price Reductions on Healthy Choices

From March until Easter, Extra is offering a 50% discount on all products included in the Alltid 8 campaign. This limited-time price reduction is available to all customers, not just Coop members, in line with the Alltid 8-campaign. With many households facing economic challenges, this initiative aims to make healthier eating choices more accessible. Coop Norway members will also continue to enjoy an 11% bonus on all fruit and vegetable purchases in Extra, along with additional membership benefits.

"Always 8 is one of the most popular offer concepts in Extra's history. We are proud of the recognition we have received, and are celebrating this by halving the prices. This gives customers an extra push towards healthier choices at a time when the economy is tight for many", says Håvard Jensen, chain director at Extra.

Consumer Cooperatives Advancing Health and Sustainability

The success of Extra’s Alltid 8 program aligns with the United Nations' Sustainable Development Goal 3 (Good Health and Well-being) by promoting healthier food choices and improving dietary habits. By making fresh, nutritious food more affordable, consumer cooperatives demonstrate their commitment to public health and sustainable consumption.

As 2025 marks the International Year of Cooperatives, Euro Coop highlights initiatives like Alltid 8 as prime examples of how cooperatives build a better world. By integrating responsible retail practices with social responsibility, cooperatives continue to lead the way in fostering healthier communities and more sustainable food systems.