Children’s favourite Noddy is to appear on packs of microwave steamed vegetables for the first time.
The packs are aimed at encouraging healthy eating among pre-school children.
Noddy Veggies, marketed under license from Noddy rights owner Chorion, is a range of frozen vegetables from Christian Salvesen Foods, one of the UK's leading processor of frozen vegetables.
Each multi-pack contains five 80g child-sized portions of freshly frozen specially selected mixed vegetables, ranging from garden peas, baby carrots and sweetcorn.
Each pack is designed to deliver one serving of the recommended intake of at least five portions of fruit or vegetables per person per day.
Each brightly coloured bag, featuring Noddy and some of his Toyland friends, feature micro-steaming technology which helps the vegetables retain their goodness. The bags can be microwaved in approximately two minutes.
Hayley Bury, marketing manager with Christian Salvesen Foods, said: “Retailers will welcome the opportunity of being behind such a nutritious but convenient food and have Noddy for the first time in their freezer cabinets.
“Noddy Veggies are all about encouraging nutritious eating among pre-schoolers and I am sure Jamie Oliver would approve.”
Alf Carr, director general of the British Frozen Food Federation said: "We are delighted that Christian Salvesen is commissioning Noddy to head their drive to encourage children to eat more fruit and vegetables.
“The initiative underlines the proven fact that frozen vegetables and fruit contain at least the equivalent nutritional values as their fresh counterparts - and sometimes more.”
Noddy Veggies are available for nationwide grocery distribution from late April and the five multi-pack is expected to retail for around £1.29.
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