Scottish symbol group KeyStore is to be at the centre of new public health campaign – Inch by Inch, aiming to sever the link between poverty and obesity.

The ‘Inch by Inch’ campaign will launch on August 24 as a collaboration between the Scottish government, NHS Scotland, national newspapers, the Food Standards Scotland, wholesaler Brakes and Müller.

Operator of the KeyStore group JW Filshill is a first stage partner and will be providing meal options, recipe cards, exercise routines and social media awareness around the campaign.

Managing director Simon Hannah said as many of their stores are in impoverished areas, the company 'has a duty' to help improve its community member's quality of life. Referencing the current status of health and well being as a luxury trend, Hannah told Retail Express: “It’s about raising awareness of how you can feed a family on a budget. It’s not couscous and quinoa, it’s using key convenience products to drive healthy lifestyles.”

NHS CEO Simon Stevens previously hit out at retailers for fueling the nation’s problem with confectionery and sugary drinks.