Woolworths New Zealand has rolled out healthier options carrying a minimum 3.5-health star rating at its store checkouts as it seeks to counter ‘pester power’ from shoppers kids. The initiative follows a similar move by the company in Australia earlier this year.

In addition, Woolworths New Zealand has committed to implementing confectionary-free and food-free checkouts during the coming months.

“We want to give all New Zealanders healthier snack options to choose from at the checkout which is why you’ll find a selection that’s focused on higher Health Star Ratings,” said Deb Sue, nutritionist at Woolworths New Zealand.

“We’re certainly not telling anyone what they should be putting in their trolley, but by upping healthier options and moving less healthy choices into aisles, hopefully, it makes it that little bit easier.”

Prior to the rollout, Woolworths had already been giving free fruits for kids and restricting the sale of energy drinks to customers below 16 years of age.