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.


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

What will post-Brexit pesticides authorisation and capital support for fresh produce look like?

What will post-Brexit pesticides authorisation and capital support for fresh produce look like?

The likely impact on seasonal labour has dominated discussions of the consequences of withdrawal from the EU for UK production horticulture.

What can be done to stave off labour shortages in fresh produce?

What can be done to stave off labour shortages in fresh produce?

With a seasonal labour shortfall starting to take its toll in production horticulture, and some crops already being left unpicked, growers' representatives say clarity from the Government on migrant labour is now essential.

Can English wine continue to build on its success?

Can English wine continue to build on its success?

This week's merger between the UK Vineyards Association (UKVA) and English Wine Producers (EWP), signalled a renewed determination to drive the industry forward at home and abroad.


Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here

Professor Geoffrey Dixon

GreenGene International chair Geoff Dixon on the business of fresh produce production
 

Read Professor Geoffrey Dixon