Tesco will offer free fruit to children while their parents are shopping in-store, as part of a healthy eating push.
The initiative is being launched in over 800 Tesco stores across the UK. Participating stores will have a selection of fruits available including apples, soft citrus and bananas for parents to take to give to their children.
Matt Davies, Tesco ceo for UK and ROI said: “We’re Britain’s biggest greengrocer, so we want to make it easier for parents to get their children eating more healthily.”
“As a Dad, I know it can be tricky getting children to eat their fruit and vegetables, so we’re hoping this initiative will help create healthy eating habits that will stay with children as they grow up.”
The initiative has been welcomed by health experts and charities. Simon Gillespie, Chief Executive of the British Heart Foundation, said: “It’s great to hear about Tesco’s new ‘Free Fruit for Kids’ initiative. It’s a positive step towards improving children’s health throughout the UK and helps parents ensure their children get their five portions of fruit and vegetables every day.”
“This initiative complements the work we’re doing with Tesco and Diabetes UK through our National Charity Partnership. Everyone should aim for a balanced diet and it’s really positive to see Tesco giving families a helping hand again.”
The initiative marks the latest step in Tesco’s drive to make it easier for customers to eat more healthily. In 2014 it became the first major retailer to remove sweets and chocolates from its checkouts across all store formats and last year it announced that all the children’s lunchbox-sized soft drinks that it sells would have no added sugar in them.