Lidl is introducing a change to its fun-sized kids' trolleys in selected stores this summer by launching a fruit and vegetable 'I Spy' scavenger hunt. Starting as a trial in 100 stores from mid-July, the budget supermarket says the initiative aims to transform the weekly food shop into an engaging and educational adventure for young children.
Targeting Communities with Greatest Need
The stores have been strategically selected using localised indices of deprivation to target communities with the greatest need. Lidl states the initiative is about "helping to support children’s learning in the areas that need it most."
Recyclable tags will be securely attached to the Lidl kids trolleys, encouraging children to discover different types of fruit and vegetables. Clues on their list include 'Mini Trees', described as 'green and love rain to help them grow,' and 'Orange Sticks', which 'grow in the ground and are very crunchy.'
Free Vouchers and School Programme
Lidl Plus vouchers for free fruit and vegetable items will also be available in stores over the summer holidays to support the initiative. The in-store scavenger hunt builds on the discounter's flagship schools-based programme 'Lidl Foodies'. Now into its second year, the scheme is in over 25% of British primary schools and has reached 640,000 children to date.
New research from Lidl reveals that more than half (52%) of eight to 11 year olds think pineapples are grown on trees, over a quarter (28%) are unsure where strawberries come from, and a quarter (26%) say that shopping for healthy foods would inspire them to try healthy options. "It’s clear there’s both an opportunity and an appetite to learn more," Lidl adds.
Quote from Lidl Director
Georgina Hall, Director of Corporate Affairs at Lidl GB, said: "Between the 'I'm bored' comments and tactical snack-grabs, we know that the weekly food shop can be tricky for families when little ones are in tow. That’s why we’re bringing the success of our Lidl Foodies schools initiative onto the shop floor to make learning fun and improve the shopping experience for families this summer."
Hall added: "By turning our mini-trolleys into a fun yet educational Scavenger Hunt game, we can give our littlest shoppers a foodie adventure that encourages them to discover more about fruit and vegetables."
For more information and to see which stores are taking part, families can visit lidl.co.uk/foodies-summer. The game can also be downloaded from that link if a local store is not participating.
