ASDA is anchoring its campaign around Sportacus from LazyTown to help hard-pressed mums on tight budgets to feed their children healthy diets. The push follows findings last year that nearly nine-tenths of people in Britain were failing to reach the Government's five-a-day fruit and vegetable target.
LazyTown creator Magnus Scheving said: "The healthy-food option needs to be affordable, fun and easy for everyone."
ASDA said it was committed to driving down the cost of healthy food, with 250 varieties of fruit and vegetable — or "sports candy" as they are known on LazyTown — priced at £1 or less. The supermarket said it also had the biggest own-label healthy kids' food range, called Great Stuff, which is free from artificial colours, flavours and hydrogenated fat.
Children's secretary Ed Balls said: "Obesity is the biggest long-term health issue. ASDA is encouraging children to be aware of the importance of healthy eating."
ASDA marketing director Katherine Paterson said LazyTown screenings in Iceland had been credited with helping stem a rising tide of childhood obesity.
The campaign sees life-size talking Sportacus cut-outs in every store, while vouchers for free children's sporting sessions were dished out throughout the Easter holidays.