UK | Tesco and Ella’s Kitchen have joined forces to promote healthier futures.
With any Ella's Kitchen purchase, Tesco customers can receive a coupon for free vegetables in 50 Tesco stores across England and Wales.
The partnership is also online, where shoppers can add vegetables to their basket for 1p with any Ella’s Kitchen Smoothie multipack purchase.
This initiative of Tesco with baby and kids’ food brand Ella’s Kitchen to launch a new initiative has encouraged children to eat more vegetables.
Studies have shown that the earlier a child is exposed to vegetables, the more likely they are to eat them - reinforcing the need to introduce little ones to fruit and vegetables in the early years.
With the alarming statistic that only 18 percent of children aged 5-15 consume the recommended five portions of fruit and vegetables daily, which can have long-term health consequences, this partnership has addressed the issue and gotten youngsters enjoying vegetables as early as possible.
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.
A roadshow will also visit certain stores, where Ella's Kitchen will have an interactive front-of-store space and hand out free vegetable coupons, recipes, and educational content to customers.
Free educational content for parents and carers featuring insights, recipes, and fun activities to promote sensory food play and healthy eating.
Ella’s Kitchen is committed to championing healthy eating for children under five. The partnership has aimed to encourage children to engage in sensory food play and, ultimately, eat more vegetables.
Sensory food play has 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 vegetables.
“The more veg that little ones eat, the healthier they will be as they grow up. We are proud to work with Ella’s Kitchen to help families make healthier choices. Their goal is to improve kids’ lives, making them the perfect partners for us,” said Tom Lye, Tesco Category Director for Health & Wellness.
“Together, we’re filling our participating stores with free resources, promotions, and recipes to help kids learn to love vegetables and reach their five a day. We're also running a similar promotion on our website and app for the next few weeks.”
Tim Collins, Managing Director of Ella’s Kitchen, was also delighted to partner with Tesco to help even more little ones reach their 5-a-day.
“We know that alongside access, one of the most significant barriers to getting little ones to eat their vegetables is enjoyment. That’s why, alongside ensuring every Ella’s Kitchen and Tesco customer receives a free piece of vegetables, we’re also bringing educational resources to participating Tesco stores—allowing parents and carers to access sensory food play resources that can help them break down the barriers their little ones face when trying new vegetables,” said Collins.
“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 percent of children reach their 5-a-day, initiatives like this are hugely important to help foster healthier futures for our children”.
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