Colorfood

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