Auchan and TBWA\Paris are launching “Colorfood”, an innovative and ambitious campaign that places health and play at the heart of children’s nutrition. A first-of-its-kind initiative in the retail sector, the program is designed to help children eat better and is supported by a large-scale public awareness campaign.
A real emergency: today, 1 in 5 children in France is overweight or obese
According to a study published in February 2025 on the French National Health Insurance website, childhood overweight and obesity have reached alarming levels: 20% of children aged 6 to 17 are overweight, including 5.4% who are obese. The study sounds the alarm—without immediate and effective action from public authorities, an unprecedented epidemic could affect one in three children in France by 2030.
“Beige Food”: monochrome foods taking over children’s plates
But what explains this rise in obesity?
The primary reason is the increase in the energy density of meals—foods are higher in fat, and portion sizes have grown. Nutritional quality is also a major concern: monochrome foods are now widely available, alongside increased exposure to fast food and sugary drinks.
These overly processed, high-fat, monochrome foods are commonly referred to as “beige food” in English-speaking countries. Unfortunately, they have become omnipresent on children’s plates, despite parents’ ongoing efforts to diversify their children’s diets.
A balanced meal is a colorful meal
This is where mass retail has a role to play. Auchan decided to act by promoting a simple idea of its own: a balanced meal is a colorful meal.
With the support of nutritionists and health specialists, Auchan developed a fun, educational method to help children take ownership of healthier eating habits. These experts emphasize the importance of varying food groups and structuring each meal as follows:
Protein (fish or meat): 80 g
Carbs (rice, pasta, potatoes, etc.): 40 g
Vegetables (broccoli, carrots, peas, etc.): 80 g
Fruit: approximately the size of a clementine or a kiwi
Dairy products (cheese, yogurt, etc.): 125 g for yogurt, 30 g for cheese
By combining these food groups, children benefit from a balanced and complete diet that supports growth, cognitive development, and overall well-being. Encouraging dietary diversity helps ensure they receive all the nutrients they need.
A campaign to raise awareness and fight childhood obesity
Developed and led by TBWA\Paris, a large-scale communication campaign (in-store activations, a music video, social media…) launches on February 4, 2026, on World Education Day, ahead of World Obesity Day on March 6, 2026.
“A balanced, complete, and varied diet is essential to ensure healthy growth in children and contribute to their overall well-being. That’s why we created a positive initiative to teach them how to ‘eat better’ while having fun. As a major player in mass retail, we have a role to play in addressing public health and societal challenges related to food and consumption. We want to take an active part in the collective conversation, alongside public authorities and committed stakeholders, to find solutions and take concrete action.”
— Laurent Francony, Executive Director CSR & Quality
“Colorfood”: a one-of-a-kind initiative
On February 4 and 5, 2026, at the Auchan Plaisir store, foods are sorted by color and grouped into 6 boxes, created in collaboration with product designer Clémence Germain. These boxes echo the graphic shapes of Auchan’s specialty counters—butcher, fish, cheese, and more—and each contains balanced portions. Together, they form a varied meal for children.
Placed directly in the aisles, the boxes turn grocery shopping into a game, inviting children to play with colors while creating their own balanced plates.
To extend the experience, the colors come to life as cheerful characters illustrated by Alexandre Nart, a Bordeaux-based director and illustrator.
An original song created with Aldebert—an acclaimed singer-songwriter known for blending humor, poetry, and upbeat music for children—further enriches the project, along with a music video.
The initiative also rolls out across social media to raise awareness among parents, children, and public authorities throughout France.The goal? Inspired by civic education classes, the long-term ambition is to introduce children in French schools to healthier eating habits and encourage policymakers to update legislation by introducing a new public health message: “For your health, eat colorful.”
