Waitrose launches children’s books on healthy eating

Waitrose has developed a series of six children’s books about healthy eating.

The upmarket grocer will debut the e-books through a partnership with online library service the Social Book Club this week.

The stories will take primary-aged readers through a supermarket with a view to teach them about healthy food choices. Waitrose has designed various characters for the books, including Sammy the Strawberry and Blake the Broccoli, who highlight the nutrition they offer.

The subscription service and its content has been created by Waitrose’s nutrition and health team with guidance from the government’s Eatwell Guide recommendations on what makes up a balanced diet.

Subscribers will also get access to The Social Book Club’s 200 original stories designed to educate children about issues impacting them, such as food and family life.

MyWaitrose and MyJohnLewis loyalty cardholders qualify for a 25% discount off the regular £7.99 monthly subscription fee.

The online library comes as part of Waitrose’s commitment to help its customers lead healthier lives. This has already seen it launch its Waitrose Health magazine and introduce healthy eating specialists at 100 branches from 2018, as well as place its ‘Good Health’ mark on more than 2,000 lines to make it easier for customers to make healthier choices.

“It’s important children understand where food comes from and the role it plays in helping them to grow into happy, healthy adults, so we are excited to support The Social Book Club,” said Dr Emma Williams, nutrition manager at Waitrose. “We hope the books will show children how different foods work together to provide key nutrients in a fun and exciting way.”

Dean Horridge, founder and CEO of the Social Book Club, added: “These six books will engage children and introduce them to the benefits of a varied and healthy diet, through a cast of colourful characters.”