The retailer wants to boost fruit and vegetable consumption among Dutch children with its new marketing initiative
Retail chain Lidl says wants to convince more children in the Netherlands to eat fruit and vegetables with the start of a new campaign called Snackpret, which translates literally as ‘Snackfun’.
Citing figures from Wageningen University & Research, the group said only two out of five children in the country eat enough fruit and vegetables at present.
Its new campaign aims to make vitamins part of daily life in a playful way, and inspire parents and children aged four to ten to work together in the kitchen.
Using a series of simple recipes, or ‘blueprints’, it will offer ways to transform up to five fruits or vegetables into “the most budget-friendly, cheerful creations” in a very short time – for example, a ‘turtle’ made from apple and grapes, a ‘pepper car’ from snack peppers and cucumber, or an ‘apple crab’ also made from apple and grapes.
“At Lidl, we believe that a healthy lifestyle should be affordable and accessible to everyone,” said Kevin Ockeloen, marketing engagement manager at Lidl Netherlands. “Healthy eating starts with the basics, and that is our children.”
With Snackpret, he added, the company wanted to turn the old rule ‘you shouldn’t play with your food’ on its head.
“By playing with fruit and vegetables, we encourage children to discover new flavours in a fun way. And because we are Lidl, it naturally remains very affordable for parents.”
