Asda has donned its cape to team up with a children’s TV star, as the retailer looks to address the alarming slump in fruit and veg consumption among youngsters with its Great Stuff range.
The range will be promoted by LazyTown star Magnús Scheving and his alter-ego Sportacus, with £1 fresh produce ranges aimed at increasing healthy eating in children.
According to a report, Health of Britain 2008: Perspectives on Nutrition, by grocery specialist TNS, 88 per cent of people in Britain currently fail to reach the government’s 5 A DAY fruit and veg target, with 60 per cent eating two or less portions.
Asda has 250 fruit and veg, or ‘Sports Candy’ as it is known in LazyTown, lines currently available in its stores priced at £1 or less.
Scheving said: “The healthy food option needs to be affordable, fun and easy for everyone. Asda has shown that this is possible through its Great Stuff range.”
The tie-up will see life-size talking Sportacus cut-outs in every store encouraging children to move, jump and bounce as they shop. As part of the supermarket’s long-running Sporting Chance initiative, vouchers for free sporting sessions for children will also be available from stores throughout the Easter school holidays.
Ed Balls, secretary of state for children, schools and families, said of the move: “Obesity is the biggest long-term health issue facing this country. I am delighted that Asda is encouraging children to be aware of the importance of healthy eating and enjoy a healthy active lifestyle.
“This is a step in the right direction to achieve our goal to encourage families to eat well, move more and live longer.”
Asda marketing director Katherine Paterson said: “When you look at what LazyTown has already achieved in Iceland, where it’s been credited with helping stem the rising tide of childhood obesity, it really is quite staggering. We’ve got a really exciting opportunity here to work together to help make a real difference.”
In the past, food manufacturers have been heavily criticised for using characters that appeal to children to endorse less healthy foods, while the government is encouraging the food industry to increase the promotion of healthy options to children as part of its Healthy Food Code of Good Practice.
No comments yet