Lidl is introducing a new feature on its children's trolleys in selected UK branches from mid-July, aiming to turn the weekly food shop into an engaging and educational adventure for young kids. The budget retailer is trialling a fruit and vegetable 'I Spy' scavenger hunt across 100 stores, with branches chosen using localised indices of deprivation to target communities with the greatest need.
How the Scavenger Hunt Works
Recyclable tags will be securely fastened to the Lidl children's trolleys, encouraging youngsters 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'. Lidl Plus vouchers for complimentary fruit and vegetable items will also be available in branches over the summer holidays to support the scheme.
Building on Lidl Foodies Programme
The in-store scavenger hunt builds on Lidl's flagship schools-based programme 'Lidl Foodies', now in its second year. The initiative operates in over 25% of British primary schools and has benefited 640,000 pupils to date. It is designed to educate youngsters about nutrition, the origins of fresh produce, and how to develop a taste for fruits and vegetables.
Research Highlights Knowledge Gaps
Fresh research from Lidl shows that more than half (52%) of eight to 11-year-olds believe pineapples grow on trees, over a quarter (28%) are uncertain where strawberries originate from, and a quarter (26%) say that purchasing healthy foods would encourage them to sample nutritious alternatives. Lidl states, "It's clear there's both an opportunity and an appetite to learn more."
Comments from Lidl Leadership
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."
Participation Details
For further details and to discover which stores are participating, customers can visit lidl.co.uk/foodies-summer. Families will also be able to download the game directly from this link if their nearest store is not taking part.
