Initiative aims to boost early-years veg consumption and sensory food play
Tesco has teamed up with Ella’s Kitchen to promote healthier futures by offering shoppers free vegetables with any purchase of the brand’s products.
The initiative – which also allows online customers to add vegetables to their basket for 1p with any Ella’s Kitchen Smoothie multipack purchase – is aimed at encouraging children to eat more veg.
Tesco noted that studies show the earlier a child is exposed to vegetables, the more likely they are to eat them, reinforcing the need to introduce them to fruit and vegetables in the early years.
Only 18 per cent of children aged 5-15 consume the recommended five portions of fruit and vegetables a day.
The in-store partnership and roadshow is running from 24 July to 25 August, while online activation will run from 24 July to 3 September. The redeemable vegetables include broccoli, cauliflower, swede, butternut squash and courgettes.
Wide-ranging initiative
As part of the initiative, Tesco and Ella’s Kitchen are offering in-store promotions in 50 selected Tesco stores across England and Wales, whereby customers who buy any Ella’s Kitchen product from a choice of over 60 lines will receive a coupon for a free selected vegetable.
A roadshow will also visit certain stores, where in an interactive front-of-store space, Ella’s Kitchen will be handing out free veg coupons, recipes, and educational content to customers.
Free educational content for parents and carers includes insights, recipes, and fun activities to promote sensory food play and healthy eating.
Sensory food play is proven to help little ones develop positive relationships with healthy food through fun and interactive experiences that increase curiosity about, and enjoyment of, fruit and veg.
Tom Lye, Tesco category director for health and wellness, said: “The more veg that little ones eat, the healthier they will be as they grow up. We are proud to be working with Ella’s Kitchen to help families make healthier choices, their goal to improve kids’ lives making them the perfect partner for us.
“Together, we’re filling our participating stores with free resources, promotions, and recipes to help kids learn to love vegetables and ultimately reach their 5 a Day, as well as running a similar promotion on our website and app for the next few weeks.
“At Tesco, we want to put affordable, sustainable and healthy food within reach of all our customers, whatever their budget. So, by offering them better and more affordable choices every time they shop with us, we’re ensuring these resources are accessible without costing customers more.”
