Kids go bananas for Tesco’s Free Fruit initiative

Tesco’s ‘Free Fruit for Kids’ initiative has proved a hit with children and parents.

The supermarket chain has given out 20 million pieces of free fruit in over 800 stores across the UK since the scheme launched last July. So far kids have enjoyed over six and a half million apples, eight million bananas and five and half million oranges.

According to new research by the retailer and parenting website Mumsnet, a third of participating parents say their children are eating more fruit thanks to the scheme.

The study, which surveyed more than 1,400 Mumsnet users with at least one child, also found that three-quarters of participating parents feel the initiative has made their shopping trip easier, with nine out of ten parents saying they feel more positive towards Tesco as a result.

Tesco UK ceo Matt Davies said: “As the UK’s largest greengrocer, with millions of customers shopping with us every week, 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.

“We’re incredibly proud that kids across the UK have already been able to enjoy more than 20 million pieces of free fruit so far”

Earlier this month, Tesco launched its ‘Little Helps to Healthier Living’ campaign, which includes: lower prices on hundreds of fresh products in-store and online including fruit and vegetables such as apples, avocados, bananas and, tomatoes; ‘little swaps’, many of which contain lower levels of salt, fat and sugar than the standard alternatives; and fresh fruit introduced at checkouts, so customers can easily add a piece to their shopping.

Free in-store diabetes risk assessments and blood pressure check-ups are also being offered in 375 Tesco pharmacies, in partnership with Diabetes UK and British Heart Foundation.

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