Tesco has partnered with baby and kids’ food brand Ella’s Kitchen to launch a new initiative aimed at encouraging children to eat more vegetables.
The retailer pointed to studies showing that the earlier a child is exposed to vegetables, the more likely they are to eat them. However, only 18% of children aged 5-15 currently consume the recommended five portions of fruit and vegetables a day.
As part of the new initiative, Tesco and Ella’s Kitchen are running an in-store promotion in 50 stores where customers who buy any Ella’s Kitchen product from a choice of over 60 lines will receive a coupon for a free selected vegetable. A roadshow will also visit certain stores with Ella’s Kitchen handing out free veg coupons, recipes, and educational content.
Meanwhile, shoppers who purchase any Ella’s Kitchen Smoothie Multipack online can add a selected vegetable to their basket for only 1p.
Tom Lye, Tesco Category Director for Health & Wellness, said: “The more veg that little ones eat, the healthier they will be as they grow up. We are proud to be working with Ella’s Kitchen to help families make healthier choices, with their goal to improve kids’ lives making them the perfect partner for us. Together, we’re filling our participating stores with free resources, promotions, and recipes to help kids learn to love vegetables and ultimately reach their 5 a day, as well as running a similar promotion on our website and app for the next few weeks.”
Tim Collins, Managing Director, Ella’s Kitchen, added: “We are delighted to partner with Tesco to help even more little ones reach their 5-a-day. We know that alongside access, one of the biggest barriers to getting little ones to eat their veg is enjoyment. That’s why alongside ensuring every Ella’s Kitchen and Tesco customer receives a free piece of veg, we’re also bringing educational resources to participating Tesco stores – allowing parents and carers to access sensory food play resources that can help them break down the barriers their little ones face when trying new veg.
“Through these resources, we can help increase children’s curiosity about, and love for, fruit and vegetables, helping to build healthy habits that could last a lifetime.”
The in-store partnership and roadshow will run until 25 August, with the online activation running until 3 September.
