Tesco has introduced its first range of shaped fresh vegetables aimed at encouraging children to eat healthier food.
The range, which went on sale this week, has opened with star-shaped butternut squash bites. It will then roll out to include other fresh produce including smiley sweet potato faces.
Traditionally a technique used for products like tinned alphabet spaghetti and frozen potato dishes, Tesco said this is the first time this approach has been used for fresh vegetables in the UK.
The supermarket hopes the new products will help make mealtimes more engaging and fun and encourage children to explore a wider range of vegetables.
Tesco vegetable buyer Elizabeth Hall said: “We want to give parents a helping hand with encouraging their kids to eat more vegetables. We’ve taken away a lot of the hassle out of preparing vegetables like butternut squash, which might deter busy cooks at home, whilst also making them more appealing for children.
“We hope by adding a touch of novelty, we can make vegetables the deliciously nutritious and fun part of every meal.”
The move by has been welcomed by the National Farmers’ Union. Chairman of the union’s Horticulture Board Ali Capper said: “Congratulations to Tesco for addressing how we can we can instil a love of fruit and vegetables in children from a very young age.
“We have long been calling on food manufacturers to create fun-shaped fruit and veg for children in smaller-sized portions, which we believe could have a role in helping reverse the current obesity crisis.”
The butternut squash stars are available in 200 Tesco stores across the UK, costing £1.50 per 250g pack.
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