“The way we eat and buy food is causing an ecological and health catastrophe”, warned 37 leading scientists from the EAT-Lancet Commission on Food, Planet and Health in 2019. In order to realise the shift towards a future proof food system, a change in food behaviour is expected from consumers. However, a focus on individual responsibility is insufficient. More than two third of consumers in Europe do their grocery shopping in supermarkets. By using their expertise in marketing and redesigning their shopping environment, supermarkets could help consumers shifting to more healthy and sustainable purchase patterns and diets.