Sainsbury and Tesco are both improving the healthiness of their children’s lines with new
versions on shelf this month.
Sainsbury is ditching its Blue Parrot Café children’s line and replacing it with a more health-focused and expanded range, Sainsbury’s Kids.
Sainsbury this week claimed the new range, which is backed by ads this month, marked the first time a supermarket had removed cartoon characters from all its own label lines.
Meanwhile, Tesco is relaunching its Tesco Kids offer with reformulated products and an expanded range.
Every item in the 40-strong range will contain at least one additional benefit, such as wholegrain, which will be clearly labelled on front of packs.Both ranges have reduced fat and salt, contain no hydrogenated fats and will show children’s GDAs on pack for the first time.
The moves by Tesco and Sainsbury are part of their wider strategies to push the health credentials of their food. In the past week, both retailers have been widely advertising healthier foods.
Marks and Spencer has also been on a major push, with its ‘Look behind the label’ newspaper ad campaign appearing all week.
One of the main focuses is its salt reduction programme, coinciding with Salt Awareness Week, which ends today.