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Go Natural and the democratisation of healthy eating

23 December 2016

The concernfor adopting and maintaining healthy habits has been an inevitable topic whendiscussing lifestyle in recent years. A greater perception of food intolerancesand the influence food has on our wellbeing, along with a greater concern forthe sustainability of the entire process of food production and distribution, havecontributed to people’s awareness regarding the standards of healthy eating.

It is a factthat the consumption of healthy nutrition in Western Europe has been rising andthat Portugal presents a great potential per capita. We know that, nowadays, Portugueseconsumers are also looking for a wide range of healthy, organic and dieteticproducts, specific ingredients appropriate for people with food restrictions, aswell as supplements, vitamins and sports nutrition.

Sonae MC, withan already established presence in Health & Wellness through Continente’sareas dedicated to healthy eating, and the health and wellbeing products andservices available at Well’s and its Health Plan, is now investing on a rangefocused on a democratized access to healthy food by opening a Go Natural storeon Avenida 5 de Outubro, in Lisbon, inaugurated on 6 December.

And whyunder the Go Natural insignia? It is the brand that is in line with what weseek by entering this segment, proposing consumers the concept of healthy andgood quality food, based on a DNA that associates wellbeing, pleasure, andconvenience to the mission of democratising healthier habits.

Our missionis to satisfy customers with different nutritional needs and food intolerances,while also being committed to Portuguese organic production, which we wish tosupport and develop, so that it can increasingly become a reference in themarket. Launching the Go Natural supermarkets is an important step in thisstrategy, allowing us to offer our customers a distinctive shopping experienceand service while also strengthening our growing specialisation in the area ofhealthy eating.


Sonae MC Executive Director

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