Tesco ‘free fruit for kids’ scheme driving up consumption

Tesco ‘free fruit for kids’ scheme driving up consumption


Kids are going bananas for Tesco’s free fruit initiative which has seen 20 million pieces of fresh fruit given away over the last ten months.

July marks the year anniversary of the supermarket’s pioneering scheme which has proved a real hit since its launched last summer in around 800 UK stores.

And parents say being given free fruit has helped encourage a greater interest and consumption from their children.

The initial idea came from Tesco customer assistant Maria Simpson and has seen children tuck into more than six and a half million apples, eight million bananas and five and half million oranges since its inception.

Tesco joined forces with UK website Mumsnet to carry out a survey into the free fruit scheme. From more than 1,4000 Mumsnet users, three quarters of the parents said the initiative has made their shopping trip easier and one third of participants said their children have eaten more fruit as a result. The survey was carried out between April 28 and May 8.

“As the UK’s largest green grocer, and with millions of customers shopping with us every week, we have a unique opportunity to help them live healthier lives,” says Matt Davies, Tesco UK CEO.

“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.”

The retailer adds that this initiative is part of the supermarket’s on-going commitment to helping shoppers make healthier choices.

“Small things, like encouraging healthy eating,  can occupy a lot of headspace for parents. 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,” says Justine Roberts, Mumsnet CEO and founder.




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