Lidl kids veg range

Lidl is claiming a UK first with the launch of a range of fresh veg specifically targeting children.

The discounter said it was piloting five new veg products in stores across England, Scotland and Wales throughout March under its Oaklands brand, following a 20% hike in sales of its existing fun-sized fruit and veg range.

The new products, which have been given names and packaging designed to appeal to and engage with a younger audience, include Mini Broccoli Trees, Cauliflower Clouds, Sweet Potato Piggies, Unicorn Carrots and a mini Romanesco broccoli dubbed Romanesaurus Rex (rsp: 79p to £1.99).

They will be merchandised alongside Lidl’s fun-sized range, which include mini pears, apples, bananas, tomatoes, peppers, cucumbers and soft citrus fruits.

Lidl said the kids range would help families tackle “the ongoing challenge of inspiring younger generations to eat their greens and maintain a healthy lifestyle”. If successful, the retailer has pledged to investigate expanding the range and stocking it on a permanent basis.

The retailer wanted to “make parents’ lives a little easier”, said head of fresh produce Emma Byrne.

“Following the success of our fun-sized fruit and veg range we made the decision to take the additional step of introducing new product names and designs that are geared towards getting kids to eat quality, healthier food,” she added. “We’re incredibly hopeful that the pilot will do well and are already in the process of exploring additional range options.”

Lidl was the first major supermarket to remove sweets and chocolates from all of its checkouts nationwide in 2014.