The Asda 3-A-Day Dairy Bus will visit schools to teach children the nutritional benefits of dairy products and where such products come from. Big name suppliers supporting the initiative include Kerry, Arla, Kraft and Müller.
"This is a shining example of true collaboration with our suppliers and ensures we are showing kids the importance of 3-a-day in a healthy balanced diet," said Asda's chilled marketing manager, Kath Shaw.
Educational content has been chosen with the Dairy Council to target 10,000 children aged eight to 11 to fit in alongside the national curriculum. The bus is touring England as a trial until the end of the year. The campaign also links to the government's Year of Food and Farming programme.