Free fruit to be handed out to kids at Tesco in Barrow

From today, Tesco will offer children in Cumbria free fruit while their parents are shopping in store, as a ‘little help’ for kids to eat more healthily.

The initiative, which is being launched in over 800 Tesco stores across the UK, including Carlisle, Workington, Whitehaven, Millom and Barrow, is aimed at creating healthy eating habits among kids that will stay with them as they grow up, and to make it easier for children to get the fruit and vegetables they need.

The government recommends that children – like adults – eat at least five portions of fruit and vegetables every day. But research has shown that only 10% of boys and 7% of girls between the ages of 11 and 18 meet the 5-a-day recommendation.

On average children in England eat only about three portions, with many eating fewer. Participating stores will have a selection of fruit available including apples, soft citrus and bananas for parents to take to give to their children.

The move comes after Maria Simpson, a Tesco checkout colleague from a store in Lincolnshire, suggested giving free fruit to parents for their children to eat during shopping trips as an alternative to sweets.

The idea was taken up by the store and was so well received by customers that Tesco decided to trial the initiative in Scotland to see how it might work on a bigger scale.

Matt Davies, Tesco CEO for UK and ROI said: “We’re Britain’s biggest greengrocer, so we want to make it easier for parents to get their children eating more healthily. “As a Dad, I know it can be tricky getting children to eat their fruit and vegetables, so we’re hoping this initiative will help create healthy eating habits that will stay with children as they grow up.”