Majid Al Futtaim / Carrefour
Helping Healthier
Habits Stick, One
Bright Bite at a Time
Starting a "Lunchbox Revolution" to put kids at the heart of a healthy food journey
Tackling childhood obesity in the UAE
Bright Bites is a healthy eating initiative launched by Majid Al Futtaim and available exclusively at Carrefour. Majid Al Futtaim, a leader in retail and leisure across the Middle East, Africa and Asia, created Bright Bites as a way to promote healthier food choices to children aged 4 – 11.
Built on the belief that children who eat better feel better and do better, Bright Bites introduces a purpose-driven ecosystem combining shopping, learning and play to create healthier food habits and lifelong positive associations.
Leading a “Lunchbox Revolution” across the UAE, Bright Bites makes balanced choices appealing and accessible. By placing children at the center of their food journey, it empowers them to make smarter decisions early in life while supporting parents and schools with practical tools and resources.
Developed with certified nutritionists and behavior experts, Bright Bites brings fun, education and innovation to healthier eating.
Bright Bites comes to life through:
- Kids Supermarket: The world’s first interactive supermarket for kids, featuring gamified shopping and the evidence-based “Pick Your 5” system.
- The Academy: A community hub offering workshops, cooking classes and hands-on learning.
- School Program: Gamified resources and lesson plans aligned with global nutrition guidelines.
We couldn't have done it without frog’s partnership. Our ‘Pick Your 5' framework, based on your behavior change strategy, is going to be instrumental in driving positive outcomes.
Transforming <br>children’s nutrition
Project highlights
Challenge
Forming healthy habits
Childhood obesity and poor nutrition remain pressing global public health concerns. It’s a significant public health issue in the UAE, with a 2019 national survey reporting 17% of children from ages 5 – 17 years as obese. With supermarkets playing a central role in family food choices, how could Majid Al Futtaim / Carrefour make healthier eating exciting, accessible and sustainable for children?
Solution
Starting a "Lunchbox Revolution"
We developed a behavior change strategy to make Bright Bites “irresistible for kids—easy and trustworthy for mum and school.” Alongside a single unifying thought to spark change, the message is “Bright Bites: empowering healthier habits for life.”
We applied behavior change techniques to all channels, including:
• Norming and social currency via gamification and reward
• Reframing by offering irresistible food and habits for kids
• Chunking by making it simple to build a healthier lunchbox through a “Pick Your 5” framework
We then defined the end-to-end customer experience and created a digital platform that truly resonated with, and supported children, families and schools.Outcome
Building lasting impact
At the heart of Bright Bites is the world’s first interactive supermarket built especially for kids, a community hub for workshops and cooking classes, and an educational framework for schools. We built an interactive hub to empower parents, children and schools to explore healthy eating while offering teachers evidence-based tools such as lesson plans to drive lasting nutritional habits.
A CX strategy maps the journey across all areas, ensuring the experience was intuitive, inclusive and fun for children.
A CX strategy maps the journey across all areas, ensuring the experience was intuitive, inclusive and fun for children.
An interactive online hub empowers parents, children and schools to explore healthier eating through engaging content.
Inspiring healthier choices
The Bright Bites mission is simple: to redefine how children connect with balanced nutrition, nurture better eating habits and support their long-term well-being. It allows kids to choose better, while supporting parents with practical solutions and making healthier eating fun.
With Bright Bites, children can take control of their healthier eating habits through gamified shopping, interactive learning stations, leaderboards and character-led activities.
It’s a structured yet flexible approach that ensures balance while giving kids the freedom to make their own choices within a trusted framework.
Bright Bites aligns with UAE Vision 2031 to promote health, education and sustainability.
