New Gen Z healthy food platform launches in bid to tackle youth obesity
A new food discovery platform aimed at Gen Z has launched in collaboration with more than 50 restaurant chains and snack brands.
SMASH, based in London, has today launched an app that partners with food brands to offer discounts to under 25s as part of an initiative to increase demand for healthier food and tackle obesity in childhood and beyond.
The platform, which includes discounts for healthy products from YO! Sushi, The Coconut Collaborative and Graze, is backed by investors such as Impact on Urban Health and was launched by a former director at KFC and Ask Italian.
Chris Holmes, founder of SMASH, commented: “Young people want healthier, more-balanced food but they can’t pick these options if they are out of reach.
“We need to make it easier for young people to find better food that is just as affordable and desirable to eat as chocolate & chips -and this is where SMASH helps.
“The fact over 50 brands have come together in such a short space of time to support our mission fills me with optimism that by working together to shine a light on better food options, we can help all our young adults to live healthier lives.
“It’s about inspiring young people to make small healthy changes. With young people eating out or snacking on the go up five times a week, we have over 2.2. billion healthier eating opportunities to inspire every day.
“Together with our partners, we hope to make foods more accessible, affordable and engaging whilst showing food brands that better food can be better business.”
Sarah Hickey, programme director of childhood obesity at Impact on Urban Health, said: “Advertising for high fat, salt and sugar items are taking centre stage.
“This has a negative impact on young people’s diets, and long-term health. We’re excited to back a mission-led business that can help disrupt this status quo.
“SMASH helps young people to navigate the food options around them, promoting and making more affordable the healthier items in the places where they eat and socialise; we think this can contribute to more equitable access to nutritious diets.”
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