Supermarket chain Asda is calling on the UK government to introduce public information broadcasts aimed at kids to promote the benefits of fresh produce consumption.
The store carried out its own research and found that 24 per cent of UK children think the best way of making fruit and vegetables more appealing is to use TV advertising and celebrity endorsement.
Most children in Asda’s research also admitted they watch TV while eating their evening meal with their parents.
The store released the results of its survey to coincide with its own launch of a schools education programme Big Healthy Eat. The initiative is aimed at five to 11 year-olds and will see some 250,000 children take part in interactive educational trails at Asda stores and depots around the UK.
"As a major retailer, we recognise that we have a role to play," said Penny Coates, Asda’s director of food. "That’s why over the next three years, nearly 1 million children will be coming into our stores to learn about the importance of eating healthily.
"We’ll be promoting the government’s five-a-day message and explaining in a fun and interactive way how different foods affect their bodies. They will also get a chance to sample exotic fruits."
A large proportion of the 250 children surveyed by Asda in its representative sample said the most effective way of making fruit and veg appealing to children was to use TV advertising and celebrity endorsement. David Beckham was cited by many as an example of a role model that would encourage them to eat more healthily.
"By introducing public information broadcasts fronted by high profile celebrity role models, fruit and veg would become far more appealing to kids," said Coates. "It would create a positive pester power that could lead to a dramatic change in the eating habits of children."
The move has been welcomed by the director-general of the British Nutrition Foundation. "Improving the health of our children requires all sectors of society to work together. This initiative by Asda is a welcome and responsible contribution by a major retailer," said Professor Robert Pickard.
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