Our customers tell us that health is important and want us to make healthier easier for them and their families.

We are committed to helping our customers do more of the healthy things they're already doing and supporting them to make healthier choices no matter where they are on their health journey.  Last year, we removed 568 tonnes of fat, sugar and salt* from Woolworths and Countdown supermarkets' Own Brand products across Australia and New Zealand combined.

Our Sustainability Plan 2025 includes a number of ambitious health commitments supporting our goal to materially increase healthier choices in our customers’ baskets. 

​*​Annualised figures based on previous 12-month sales from product launch.


What are we doing to support our customers?

To support our customers to make healthier choices, we continue to make our Own Brand products healthier by reducing salt, sugar and saturated fat, and adding more vegetables and whole grains. 

We continue to work towards the voluntary reformulation targets set by the Australian Government’s Healthy Food Partnership, the New Zealand Heart Foundation’s HeartSAFE program, and our own internal nutrition standards set by our team of qualified nutritionists. 

We continue to support our customers to make healthier choices through clear and transparent labelling and have introduced a number of voluntary commitments to ensure we market our own brand products responsibly, particularly when it comes to children. 

  • By 2025, we will only use characters, graphics or activities which are appealing to children on healthier product packaging. 
  • We have introduced more stringent internal policies to ensure nutrition claims are used responsibly. 
  • Woolworths and Countdown supermarkets display the Health Star Rating on all relevant Own Brand products, using this tool to help drive positive reformulation and healthier product development. 

We were ranked as Australia’s healthiest supermarket when it comes to our ‘own-label’ products for the fourth year in a row in 2022. In The George Institute’s latest FoodSwitch: State of the Food Supply report, Woolworths was ranked as having the healthiest supermarket own brands, with an average Health Star Rating of 3.2 compared with other major supermarkets.

We know that budget is a barrier to healthy eating for more than one-third of Australians, so we’re helping to make healthier choices more affordable by offering hundreds of healthier products at a Low Price nationally.

Woolworths Supermarkets is committed to making healthier easier for all Australians, and aims to inspire and empower the next generation through healthier products, engaging activities and ideas to help make healthier eating easier for families.

As a member of the Australian Association of National Advertisers (AANA), Woolworths Supermarkets adheres to all of the AANA Codes including the AANA Food & Beverages Code and the Marketing to Children's Code. These Codes outline protections for children through advertising, and ensures a high sense of social responsibility is maintained.

Woolworths Supermarkets Australia does not target children (under 14 years of age) in its advertising of food and/or beverage items that do not meet the Food Standards Australia Nutrient Profile Scoring Criterion (NPSC) as published by Food Standards Australia New Zealand, and are committed to the health and wellbeing of Australian kids. 

This is coupled with a range of initiatives that promote healthier choices for children and families, including:

  • Delivering initiatives focused on the health of kids, including Free Fruit for Kids which is available in all Woolworths supermarkets across Australia, allowing children to enjoy a free piece of fruit when in store.

  • Changing our Woolworths Own Brand product packaging to ensure that by 2025, characters, graphics and activities that could be perceived as primarily appealing to children will only be used on healthier own brand product packaging.

  • Supporting and delivering programs or initiatives that:

    • Enable kids to engage and learn about where fresh food comes from, and making healthy eating choices, including our Fresh Food Kids Discovery Tours as well as supporting initiatives with our partners such as Life Education Australia, helping kids across Australia access nutrition education.

    • Together with Australian sports organisations and other partners, enable kids to stay active through involvement of grassroots sports programs e.g. Netball Australia, school sports programs or community initiatives.

For more information on these initiatives and more, please see the Fresh Food Kids section of our Woolworths Supermarket website.

Woolworths is committed to helping kids eat healthier with our Fresh Food Kids program. Our ambition is to make it fun and easy for kids to eat fruit and vegetables by empowering them with educational and hands-on activities.

  • Free fruit for kids is available in all supermarkets across Australia and New Zealand, and we have given away more than 140 million pieces of free fruit to kids in Australia since the program launched in 2015.
  • The Fresh Food Kids Discovery Tours program helps kids learn all about where fresh food comes from, through exciting hands on digital activities, from the comfort of their own classroom.
  • Woolworths Supermarkets proudly partners with key organisations to help inspire and support the health of Australian children, including Cricket Australia, Surfing Australia, Netball Australia, and Life Education.

We are committed to making healthier easier for customers when they research or shop with us online. This involves making it easier to find healthier choices and providing inspiration with healthier recipes and ideas. Key initiatives include: 

  • The Making Healthier Easier online hub which provides customers with a destination to discover healthier products and inspiration 
  • Hundreds of healthier recipes on our website and app which meet guidelines created by the Woolworths Group Health & Nutrition team
  • Articles, videos and useful tips to inspire healthier eating
  • Healthier Options, an innovative tool that helps customers discover healthier alternatives when shopping online or in the app
  • Dietary and lifestyle filters that help customers find products suitable for their individual needs and preferences e.g. vegetarian, whole grain, high fibre and more
  • Progressively adding nutrition information to our online recipes, as well as relevant dietary and lifestyle tags
  • Working to increase the number of products with Health Star Rating visible online.


We employ nine accredited nutritionists across Australia and New Zealand to drive the direction and implementation of our health commitments. 

In 2021 we launched healthylife, a digital business backed by Woolworths. healthylife offers advice, experiences, services and products to Australians on their own personal health journeys, all backed by a qualified Health Advisory Board.

We have launched a world-first nutrition tool, healthylife Food Tracker, which helps assess the balance of weekly shopping compared to the Australian Dietary Guidelines.

Ways to Well are a series of programs under the pillars of eat well, move well and feel well, aimed to help people make small, achievable changes to live a healthier life all written by health professionals. 

The Living Healthy 2022 Report- a pulse check on the nation’s health two years into the pandemic was released on 7 April 2022. This provides consumer insights and Woolworths supermarket shopping basket data from 2019-2021 and how it compares to the Australian Dietary Guidelines.

Woolworths is part of the Government’s Healthy Food Partnership Executive Committee, which aims to improve the dietary habits of Australians. We are also a participant of the Healthy Food Partnership’s Food for Early Childhood Reference Group, which has a particular focus on improving commercial foods for infants and young children.

Woolworths is actively involved in public health discussions, and has provided submissions to Government consultations related to health including:

  • The National Obesity Strategy
  • Healthy Food Partnership Voluntary Industry Best Practice Guide for Serving Sizes
  • Health Star Rating Five Year Review
  • Healthy Food Partnership Reformulation Targets
  • Added Sugar Labelling

What's next?

We are determined to lead the way when it comes to helping our customers make healthier choices, with these initiatives representing the start of our journey in this area.

For our progress against this goal, see our 2022 Sustainability Report. For more information on our metrics, see our 2022 Sustainability Report Appendix.