Asda has teamed up with animation giants Disney in a bid to promote healthy eating to children.
From today, (Wednesday) the retailer will be running a two week, on-pack promotion featuring characters from the film The Incredibles, throughout its 274 produce departments.
Thirty different fresh produce items, from baby avocados to plums, will feature in the innovative promotion, which the retailer claimed is the first of its kind.
The promotion is aimed at creating 'positive pester power' to encourage parent's to buy more fresh fruit and veg for their families.
Catherine Fay, produce marketing manager said: "At Asda we believe action speaks louder than words, that is why we have included more than thirty different products in our promotion, ranging from clementines to cherry tomatoes, prepared salads to exotic fruits.
“The aim of the campaign is to harness the popularity of 'The Incredibles' to increase consumption of fresh produce amongst kids.
“We believe that by making fruit and veg more appealing in this way, we can start to turn pester power on its head.”
As part of the two-week promotion, customers will be asked to send entries into a free prize draw to win a number of prizes, including five DVD/TV combi units, five Gameboy Advances, plus 'The Incredibles' game, 50 'The Incredibles' DVDs and 5,000 official 'The Incredibles' posters.
