UK: Lidl introduces vegetable range targeted at children

Discount retailer Lidl is piloting a range of vegetable products packaged and promoted to appeal to children, encouraging them to eat more greens.

The new fun size range, being launched in the UK, includes five varieties with names and packaging designs that aim to engage with a younger audience through association with the shape of the product: Mini Broccoli Trees (priced at £ 1.09 / $1.34), Cauliflower Clouds (£1.25 / $1.53), Sweet Potato Piggies (£0.79 / $0.97), Romanesaurus Rex (£1.99 / $2.44) and Unicorn Carrots (£1 / $1.23).

Emma Byrne, Lidl’s head of fresh produce, commented: "At Lidl we’re always looking at new and innovative ways to make parent’s lives a little easier. Following the success of our fun sized fruit and veg range we made the decision to take the additional step of introducing new product names and designs that are geared towards getting kids to eat quality, healthier food".

The fun size vegetables will roll out across Lidl stores in England, Scotland and Wales till the end of March. Depending on the results of the pilot, the company will then consider stocking the new products on a permanent basis and expand the range.

Source: Huffpost Parents