Australian ready-made meal provider, Lite n’ Easy, has launched a new national advertising campaign focused on the link between good nutrition and independence for older Australians.
The campaign draws on a customer survey of almost 4000 people using the company’s services through the Commonwealth Government’s Support at Home aged care program, which can reportedly cover up to 70% of meal preparation and delivery costs for eligible customers.
Barriers to healthy eating
The customer survey pointed to several barriers older people had faced when trying to improve their wellbeing through healthy eating, including:
- 62.6% identified preparing meals as a previous challenge;
- 35.8% identified grocery shopping as a previous challenge;
- 37% identified not having enough energy to cook as a previous challenge;
- 23.3% identified eating nutritious meals itself as a previous challenge;
- 80.2% agreed they now eat more nutritious meals;
- 71.9% reported greater confidence living independently;
- 89.2% agreed Lite n’ Easy provided good value for money.
The cost of poor nutrition in older age
Lite n’ Easy CEO Nathan Hayman says the campaign seeks to inform older people about the menu choices and savings available through Support at Home.
“Up to 50% of older people living in the community and residential aged care experience malnutrition or unintentional weight loss, which can adversely impact mobility, independence and quality of life,” he says.
“There is a link between older people having access to affordable, nutritious ready-made meals and continuing to live an active and independent life at home.
“This campaign sends a clear message — older people can have it both ways — they can receive healthy meals from a range of menu choices delivered to their door and experience hip-pocket relief. It’s a win-win.
“Our goal is to make life easier for older people by taking the hassle and worry out of shopping and preparing meals, so more time and energy can be spent on everyday life.”
