Aldi has doubled down on its commitment to promote fresh produce by extending its Get Set to East Fresh initiative.
The discounter said the campaign, which helps teach home cooking skills and the importance of eating fresh, healthy food, is on track to reach 1.2 million children by 2020.
It comes as Aldi announced that it is extending its partnership with Team GB through to 2025, a period that will include the 2024 Olympic Games in Paris.
As part of the deal, which makes Aldi the Official Supermarket Partner to Team GB, the retailer will be providing fresh produce to athletes through an in-kind 'Homegrown Heroes' programme that has already supported around 700 competitors.
Team GB athletes will continue to feature in Aldi's marketing campaigns for Super 6 and Everyday Amazing, with leading Olympians Jade Jones, Nicola Adams, Alistair Brownlee and Lizzy Yarnold having already featured, and visited schools.
Jason Kenny and Beth Tweddle have also contributed to the opening of almost 200 new UK stores since the Team GB partnership began.
Giles Hurley, chief executive of Aldi UK, said: “We’re incredibly proud to continue supporting Team GB on its road to the Tokyo 2020 Olympic Games and, with this new agreement, all the way to Paris 2024.
“Since our partnership began four years ago, Team GB athletes have been inspiring ambassadors, showing how everyone can create healthy, tasty meals from scratch using affordable fresh produce - and have fun while they’re doing it.
“Their popularity has helped us engage hundreds of thousands of young people in the UK via our Get Set to Eat Fresh initiative, and appearances at our new stores have helped encourage families to include more fresh produce in their weekly shop.
“Our continued partnership with Team GB reinforces our commitment to Britain, which will see us open 1,200 stores by 2025 so that even more people can have access to fresh, healthy food at affordable prices.”
Bill Sweeney, chief executive of the British Olympic Association, added: “We are delighted to extend our partnership with Aldi through to 2025. They are a prime example of a strong relationship through commitment, collaboration, creativity and longevity. We share a common passion for high performance and excellence as evidenced by their continued business growth in the highly competitive UK grocery market.
“Their dedication to programmes such as Get Set to Eat Fresh as a positive contribution to wellbeing through the promotion of fresh and healthy food is an example of how we work jointly to support societal change through athlete lifestyles.'
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