A third of parents say Tesco’s Free Fruit for Kids scheme has encouraged their children to eat more fruit, according to new research by Mumsnet.
A survey of 1,400 Mumsnet users with at least one child also found three quarters of participating parents feel the initiative has made their shopping trip easier, with nine out of ten parents saying they feel more positive towards Tesco as a result.
The retailer said it has given out 20 million pieces of free fruit since Free Fruit for Kids, which won Best Retail Concept in FPJ’s UK Fruit & Veg Awards, launched last July.
Brainchild of Tesco store assistant Maria Simpson, the initiative has been since rolled out in 800 stores across the UK.
Tesco UK CEO Matt Davies said: “As the UK’s largest greengrocer, and with millions of customers shopping with us every week, we have a unique opportunity to help them live healthier lives.
“Our Free Fruit for Kids initiative plays a really important role in this, helping to create healthy eating habits that will stay with children as they grow up. We’re incredibly proud that kids across the UK have already been able to enjoy more than 20 million pieces of free fruit so far.”
Mumsnet CEO and founder Justine Roberts said: 'Small things – like encouraging healthy eating – can occupy a lot of headspace for parents. Helping children towards their five-a-day while at the same time making the weekly shop less stressful is a thoughtful move from Tesco and one that Mumsnet users have given an unequivocal thumbs up to.'
