Tesco and Ella’s Kitchen partner to give away free veg to encourage kids to eat their 5-a-day
Tesco has partnered with baby and kids’ food brand Ella’s Kitchen to launch a programme aimed at encouraging children to eat more vegetables.
The supermarket said the move reflects its health goals, including its ‘Better Baskets’ campaign, which aims to make it easier for customers to make healthier choices every time they shop.
In 50 selected Tesco stores across England and Wales, customers who buy any Ella’s Kitchen product from a choice of over 60 lines will receive a coupon for a free selected vegetable.
In addition, a roadshow will visit certain stores where Ella’s Kitchen will be handing out free veg coupons, recipes, educational content to customers from a front of store space.
Tesco will also be giving online shoppers who purchase any Ella’s Kitchen Smoothie Multipack the option to add a selected vegetable to their basket for 1p.
Sensory food play
The supermarket said the partnership aims to encourage children to engage in sensory food play, and ultimately eat more vegetables. The initiative will include free educational content being provided featuring insights, recipes, and fun activities to promote sensory food play and healthy eating.
Tom Lye, Tesco category director for health & wellness, said: “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.”
Tim Collins, managing director of Ella’s Kitchen, added: “Through these resources, we can help increase children’s curiosity about, and love for, fruit and vegetables, helping to build healthy habits that could last a lifetime. At a time where only 18% of children reach their 5-a-day, initiatives like this are hugely important to help foster healthier futures for our children”.
