Best Retail Concept


Winner: Free Fruit for Kids (Tesco)

Runner-up: Pink Lady (Coregeo)

Tesco last year began offering children free fruit while their parents shopped in store, as a ‘little help’ for kids to eat more healthily.

The initiative, launched in over 800 Tesco stores across the UK, was aimed at creating healthy eating habits among kids that will stay with them as they grow up, and making it easier for children to get the fruit and vegetables they need.

Participating stores had a selection of fruits available including apples, so citrus and bananas for parents to take to give to their children.

Th e move came a er Maria Simpson, a Tesco checkout colleague from a store in Lincolnshire, suggested giving free fruit to parents for their children to eat during shopping trips as an alternative to sweets.