Tesco and Ella’s Kitchen partner to give away free veg in bid to encourage more little ones to eat their 5 a day

Tesco and Ella’s Kitchen are joining forces to promote healthier futures by offering customers a coupon for free vegetables in 50 Tesco stores across England and Wales, with any Ella’s Kitchen purchase. Partnership is also online, where shoppers on Tesco.com can add vegetables to their basket for 1p with any Ella’s Kitchen Smoothie multipack purchase.

Tesco has partnered with leading baby and kids’ food brand Ella’s Kitchen to launch a new initiative aimed at encouraging children to eat more vegetables.

Studies show 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.[1] And with the alarming statistic that only 18% of children aged 5-15 consume the recommended five portions of fruit and vegetables a day, which can have long term health consequences[2], this partnership aims to address the issue and get youngsters enjoying vegetables as early as possible.

As part of this exciting new initiative, Tesco and Ella’s Kitchen are offering:

• In-Store Promotions: 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 in an interactive front of store space, Ella’s Kitchen will be handing out free veg coupons, recipes, educational content to customers.
• Online Offer: Shoppers who purchase any Ella’s Kitchen Smoothie Multipack online can add a selected vegetable to their basket for just 1p.
• Educational Resources: 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 deeply committed to championing healthy eating for under-fives. The partnership aims to encourage children to engage in sensory food play, and ultimately eat more vegetables. Sensory food play is 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 veg.

This partnership also reflects the health goals of Tesco, including their ‘Better Baskets’ campaign, which aims to make it easier for customers to make healthier choices every time they shop.

Tom Lye, Tesco Category Director for Health & Wellness, said: “The more veg that little ones eat, the healthier they will be as they grow up. 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.

 “At Tesco, we want to put affordable, sustainable and healthy food within reach of all our customers, whatever their budget. So, by offering them better and more affordable choices every time they shop with us, we’re ensuring these resources are accessible without costing customers more.”

 Tim Collins, Managing Director, Ella’s Kitchen, said: “We are delighted to partner with Tesco to help even more little ones reach their 5-a-day. We know that alongside access, one of the biggest barriers to getting little ones to eat their veg is enjoyment. That’s why alongside ensuring every Ella’s Kitchen and Tesco customer receives a free piece of veg, we’re also bringing educational resources to participating Tesco stores – allowing parents + carers to access sensory food play resources that can help them break down the barriers their little ones face when trying new veg.

 “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”.

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