Lidl UK has today (Wednesday 1 March) announced that it is piloting five new vegetable products in store, specifically targeting children. The pilot has been introduced following a 20 per cent increase in sales of the Supermarket’s existing fun size fruit and vegetable range.
The new fun-sized products, which have been given names and packaging designed to appeal to and engage with a younger audience, include:
- Mini Broccoli Trees;
- Cauliflower Clouds;
- Sweet Potato Piggies;
- Romanesaurus Rex (mini romanesco);
- Unicorn Carrots.
Lidl UK is the first British supermarket to introduce a range of fresh fruit and vegetables that are specifically targeted towards children, helping families with the ongoing challenge of inspiring younger generations to eat their greens and maintain a healthy lifestyle.
The products will be piloted in all Lidl stores across England, Scotland and Wales until the end of MarchSubject to availability / whilst stocks last . If the range is successful, the supermarket will look to stock it on a permanent basis and expand the range.
The new items will be merchandised in store alongside the supermarket’s existing fun-size range, which currently consists of mini pears, apples, bananas, tomatoes, peppers, cucumbers and soft citrus fruits.
Emma Byrne, Lidl’s Head of Fresh Produce, who spearheaded the pilot, 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.
“We’re incredibly hopeful that the pilot will do well and are already in the process of exploring additional range options.”
In 2014 Lidl UK became the first supermarket to remove sweets and chocolates from all of its checkouts nationwide. This new pilot is the supermarket’s latest step to support customers in making healthier lifestyle decisions and follows publication of the Government’s Childhood Obesity Plan last year.