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The newly revised GroceryAid site has been brought in line with the more streamlined, easier to use approach of the retail charity.

The GroceryAid charity has announced it’s making it quicker and easier for grocery workers to find the help they’ve earned, with a new approach designed around their real-life needs.

The approach launches with a new website, designed to make it quicker and easier for people to recognise their individual situation and find the help that’s right for them.

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While GroceryAid’s support remains unchanged, its research from 809 grocery workers has reshaped how that provision is communicated and presented.

The charity identified 23 distinct needs, six of which stood out as the highest priorities - namely being able to afford the day-to-day, feeling understood, managing responsibilities, looking after wellbeing, getting support quickly and covering sudden, unexpected costs.

More intuitive

These priorities have shaped a new, more intuitive way for grocery workers to navigate GroceryAid’s support, the charity said. Moving away from the previous financial, emotional and practical categories, its support is now organised around three common experiences grocery workers might face:

I’m facing difficulties right now: for anyone who needs help quickly, including fast relief from money problems, worries about housing, illness, disability or caring responsibilities, relationship difficulties, domestic abuse and immediate mental health support.

I want to get back on track: for those looking to regain control and plan, from managing money and feeling more secure at home to improving mental health and wellbeing, adjusting to life after losing someone, support for neurodivergence and help if gambling is affecting their life.

I’m supporting others at work: for managers looking after themselves and their teams, covering serious incidents at work, money pressures in business, bereavement and understanding their legal responsibilities.

Simple, everyday language is central to the new approach, GroceryAid said, making clear exactly what support to expect before clicking through on the refreshed website.

The charity added that it recognises people facing stress and worry want clear direction, while plain language also makes support easier to find for grocery workers whose first language isn’t English.

Next step

The launch brings GroceryAid’s new welfare approach to life and marks the next step in the charity’s evolution, following its rebrand last year. Starting with the website, the new messaging will extend across all GroceryAid’s materials in the coming months, creating a “clearer and more consistent experience for grocery workers wherever they encounter its support,” it said.

Kieran Hemsworth, CEO of GroceryAid, said: “Grocery colleagues have told us what matters most to them, and we’ve listened. When someone is worried about money, their health or their family, they shouldn’t have to work out which category their problem falls into before they can get help.

“By organising our support around real-life situations and using accessible, everyday language, we’re making it quicker and easier for every grocery worker to find the right help, first time. This is an important next step for GroceryAid as we continue to put the people we support at the heart of everything we do.

“Every service grocery workers relied on before is still available, but now it’s simpler to reach. We’d encourage businesses across the industry to share the website with their teams, so everyone knows where to turn to get the help they’ve earned.”

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