Lidl is introducing a new feature on its children's trolleys in selected UK stores from mid-July, designed to turn the weekly grocery shop into an interactive learning experience for young families. The budget supermarket is launching a fruit and vegetable 'I Spy' scavenger hunt as part of a trial across 100 stores, with recyclable tags securely attached to the mini-trolleys to prompt children to identify different varieties of produce.
Trial Targets Deprived Communities
The stores have been carefully chosen using localised indices of deprivation to reach communities with the greatest need, Lidl said. The initiative aims to support children's learning in areas that require it most, building on the discounter's flagship schools-based programme 'Lidl Foodies'. Hints on the tags include 'Mini Trees' described as 'green and love rain to help them grow' and 'Orange Sticks' that 'grow in the ground and are very crunchy'.
Vouchers and Summer Holiday Support
Lidl Plus vouchers for complimentary fruit and vegetable items will also be available in stores throughout the summer holidays to back the scheme. The in-store scavenger hunt expands on the Lidl Foodies programme, which is now in its second year and present in over 25% of British primary schools, engaging 640,000 children to date.
Research Highlights Knowledge Gaps
New research from Lidl indicates significant gaps in children's understanding of where food comes from. More than half (52%) of eight to 11 year olds believe pineapples grow on trees, over a quarter (28%) are uncertain about where strawberries come from, and a quarter (26%) say that shopping for nutritious foods would encourage them to sample healthier options. "It's clear there's both an opportunity and an appetite to learn more," Lidl added.
Company Statement
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. 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."
How to Participate
For further details and to find out which stores are participating, families can visit lidl.co.uk/foodies-summer. The game can also be downloaded directly via the link should their nearest store not be taking part.
