Morrisons has introduced its first-ever range of everyday food aimed at children aged from five to 10.
The Kids Smart range is intended to make parents more aware about controlling the portion size of meals and snacks.
The first lines feature multi-packs of fresh fruit, ‘fit for lunchbox’-size fruit pots, and orange and Omega 3 juice cartons.
A total of 27 products have so far been launched nationwide and more will be introduced this year, spanning across key categories including fresh produce, grocery lines, canned products, fresh fish and meat, and dairy products.
Each product has tightly controlled levels of salt, sugar and fat, and are free from artificial colours and flavours, as well as hydrogenated fats.
Products that contribute to the recommended 5 A DAY intake will be clearly labelled.
Patricia Carr, Kids Smart senior buyer for Morrisons, said: “Being a mother myself, I can truly appreciate that helping children eat sensible quantities of food can be a problem for parents throughout the country. As a result, we have developed our Kids Smart range with smaller, manageable portions in packaging that will help both children and parents understand the recommendations for their specific age group.
“Families make up a very high percentage of our customer base, and feedback suggested that they would welcome this range. We would like to make sure that the future generations have an interest in good quality everyday food and ensure that they enjoy a balanced diet.”
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