Abstract:A 15‐week supermarket‐based nutrition education program was conducted as part of a larger multiple‐strategy community‐wide health promotion project. The program consisted of point‐of‐purchase materials displayed in the supermarkets and was supported by a mass media campaign and promotional activities such as competitions, taste testing and cooking demonstrations. The objective of the program was to promote the selection and purchase of low‐fat foods, specifically low‐fat dairy products, fresh fruit and vegetables, bread and cereal products. Awareness of the promotion was high, with some self‐reported behaviour change. Supermarkets are potential sites for public health nutrition education and recommendations are made for improving the effectiveness of point‐of