Tesco's in-store initiative prompts one-third of children to eat more fruit

Tesco has hailed its Free Fruit for Kids initiative a success following feedback from Mumsnet users.

Image: Tesco
Image: Tesco

Britain's largest food retailer has given out 20 million pieces of free fruit to shoppers' children in over 800 stores since July last year, including over 6.5 million apples as well as bananas and oranges.

A survey of over 1,400 parents who use the online community Mumsnet found three-quarters felt the initiative has made their shopping trip easier, with 90% of parents saying they feel more positive towards Tesco as a result.

One third of participating parents also said their children have eaten more fruit thanks to the scheme.

Tesco UK chief executive Matt Davies said: "As the UK's largest greengrocer, we have a unique opportunity to help them live healthier lives. Our Free Fruit for Kids initiative plays a really important role in this, helping to create healthy eating habits that will stay with children as they grow up."

Mumsnet founder and chief executive Justine Roberts added: "Helping children towards their five-a-day while at the same time making the weekly shop less stressful is a thoughtful move from Tesco and one that Mumsnet users have given an unequivocal thumbs up to."

Earlier this month, the retailer launched its Little Helps to Healthier Living campaign, which included lower prices on fruit and vegetables and other healthy products.

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