Of cucumbears and tawny tomatowls

Child-friendly packaging design and small portions: Lidl wants to continue conquering families and has introduced new product packaging specially designed for children.

They have funny names like “Banana Boats”, “Monkey-Strong Apples” or “Tawny Tomatowls” and stand for lots of vitamins: Lidl is introducing the Kids range to its fruit and vegetable program in order to introduce the youngest among us to a conscious diet in a playful manner through child-friendly design and small product portions, as they explain. In addition to seasonal products, the grocery discounter is offering around ten permanently listed articles nationwide, which are easy to find in the block thanks to eye-catching light blue boxes and a sign with cartoon characters.

“The foundation stone for a conscious diet is laid in the first ten years of life. This is why we have been supporting the ‘5 a day’ association since 2016 as part of the Lidl Fruit School, which advocates a balanced diet with at least five portions of fruit and vegetables a day. With the Kids Range, we want to inspire children and their parents to buy fresh fruit and vegetables in our stores for use at home and make it as easy as possible for them to access these products,” explains Jan Bock, Purchasing Manager at Lidl Germany.

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