Lidl UK expands award-winning children’s veggie range

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Jim Prevor presents the award to Emma Byrne, Lidl UK's head of produce, at the London Produce Show earlier this year
Jim Prevor presents the award to Emma Byrne, Lidl UK’s head of produce, at the London Produce Show and Conference

Back in June, Lidl UK won PBUK’s inaugural International Marketing Award for Promotions Inspiring Children to Eat Fresh Produce. Sponsored by the Embassy of the Netherlands in the UK, the “Kids Are Our Future” award was presented to Emma Byrne, Lidl UK’s head of produce, at the London Produce Show and Conference. Now as the year comes to an end, the discount retailer is expanding the range especially for the festive season.

Lidl UK is ramping up its award-winning Oaklands Fun Size fruit and vegetable range in the run-up to Christmas in response to huge customer demand for this special line that appeals to kids.

Lidl is launching festive-themed vegetables to help parents inspire children to eat all the trimmings this festive season.

The new fresh and playful produce is now on the shelves and includes Rudolph Noses (mini red potatoes), Santa Sprouts (mini brussels sprouts), Penguin Parsnippers (baby parsnips) and Snowman Snouts (baby carrots). All are priced at £0.79.

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“Our Oaklands Fun Size range has been a huge hit with families and we hope these new, festive additions will be equally popular,” said Emma Byrne, Head of Fresh Produce at Lidl.

“Our Penguin Parsnippers and Santa Sprouts have been designed to help convince even the fussiest of eaters that veg is something to look forward to, rather than being a battleground at mealtimes.”  

Since launching the new range earlier this year, Lidl has seen sales of its Oaklands Fun Size range surge 100%.

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All products in the Oaklands Fun Size range are miniature versions of ordinary fruit and vegetable varieties. Playful names and colourful characters help make products more appealing to younger generations, says Lidl UK, and a total of 16 new items have been launched in 2017.

The retailer plans to extend the range even further next year.

Lidl’s fruit and vegetable sales have grown by more than 30% in the past two years, as the discounter cements its presence in the UK grocery market.

In November, Kantar data reported Lidl UK’s market share stood at 5.1% with sales growing by 15.1%, making it the fastest growing British supermarket.

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