Supermarket chain Morrisons has launched its first-ever children’s food range, called Kids Smart.
The range is aimed at kids aged between five and ten years old and is intended to make parents more aware about controlling the portion size of meals and snacks they feed their children.
The first lines feature multi-packs of fresh fruit, ‘fit for lunchbox’-size fruit pots, and orange and Omega 3 juice cartons and help contribute to the recommended 5 A DAY intake.
To date Morrisons has introduced 27 products in total throughout its stores nationwide .
Additional products to the range are expected to be launched during the course of the year and will be based around key categories including fresh produce, grocery lines, canned products, fresh fish and meat, and dairy products .
Each product in the Kids Smart line has tightly controlled levels of salt, sugar and fat, and is free from artificial colours and flavourings, as well as hydrogenated fats .
Kids Smart senior buyer for Morrisons, Patricia Carr, explained: “Being a mother myself, I can truly appreciate that helping children eat sensible quantities of food can be a problem for parents throughout the country.”
“As a result, we have developed our Kids Smart range with smaller, manageable portions in packaging that will help both children and parents understand the recommendations for their specific age group.”
She added: “Families make up a very high percentage of our customer base, and feedback suggested that they would welcome this range. We would like to make sure that the future generations have an interest in good quality everyday food and ensure that they enjoy a balanced diet .”
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