Belgian retailer Delhaize has launched the ‘Magical Vegetables’ campaign, with the aim of getting more children to eat vegetables.
As part of the campaign, carrots will be renamed ‘orange rockets’, peppers become ‘treasure boxes’, and tomatoes are ‘clown noses’.
The retailer consulted with several schools to come up with the names.
"Vegetables, of course, contribute to a balanced diet and are the tastemakers of numerous dishes," said Tim Lammens, VP of talent, organisation, internal communication, and sustainability at Delhaize.
"By presenting vegetables in a fun and creative way, Delhaize wants to encourage children to discover less-popular tastes easier and faster," Lammens added.
Recommended Amount
Delhaize’s initiative comes as a response to the fact that only 5% of Belgians eat the daily recommended amount of 550 grams of fruit and vegetables per day, and children and young people score the lowest.
"This is an alarming conclusion," Lammens said. "Parents sometimes have to pull out all the stops to let their children eat enough vegetables. With a little magic and imagination, Delhaize wants to help parents make their kids happy for vegetables."
Retailers across Europe have undertaken a number of initiatives to make kids eat more fruit and veg, such as the UK’s Tesco, with its ‘Free Fruit for Kids’ campaign.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Kevin Duggan. Click subscribe to sign up to ESM: European Supermarket Magazine.
