Children are given free fruit

TESCO is to offer children free fruit while their parents are shopping in store.

The initiative is being launched in stores across the UK and is aimed at creating healthy eating habits among youngsters.

It is hoped these habits will stay with them as they grow up and that the initiative will make it easier for children to get the fruit and vegetables they need.

The government recommends children – and adults – eat at least five portions of fruit and vegetables each day.

However, research shows that only 10 per cent of boys and seven per cent of girls aged between 11 and 18 meet this recommendation.

Participating stores will have a selection of fruit, including apples, oranges and bananas, for parents to give to their children.

The move comes after Maria Simpson, a Tesco checkout colleague, 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.

Matt Davies, Tesco chief executive officer for UK and Ireland, said: ‘ We’re Britain’s biggest greengrocer, so we want to make it easier for parents to get their children eating more healthily.’