Getting kids to eat fruit can be a daily struggle, but Woolworths New Zealand might just have cracked the code.
Since 2015, the supermarket’s Free Fruit for Kids initiative has handed out over 10 million pieces of fresh fruit to tamariki across the country. What started as a simple idea – offering apples, bananas, mandarins and more to kids for free while shopping – has grown into a full-blown parenting hack that’s now available in all 185 Woolworths stores nationwide.
Launched at Woolworths Botany Downs in East Auckland, the programme was the first of its kind in Aotearoa and even inspired Woolworths Australia to follow suit. A decade on, it’s become a much-loved part of the weekly grocery run, providing a welcome distraction for hungry little shoppers and a moment of peace for the grown-ups pushing the trolley.
Woolworths New Zealand General Manager Fruit and Vegetables, Ryan McMullen, says the milestone remains one of the supermarket’s most meaningful community contributions.
“With hungry kids in tow, supermarket trips can be a handful, but for years our free fruit initiative has turned that into something positive, making healthy eating fun, familiar and part of everyday life.
“Giving away over 10 million pieces of fruit is something we’re incredibly proud of. It’s a simple idea that’s helped support parents, champion local growers and most importantly, build healthier habits that can last a lifetime.”
Woolworths estimates more than 1400 tonnes of fruit has been chomped and chewed throughout the decade-strong programme – enough to stretch end-to-end all the way from Cape Reinga to Wellington in the North Island, and from Nelson to Bluff in the South Island. Most of that fruit is locally grown, too, reinforcing Woolworths’ ongoing support for Kiwi producers.
This free fruit milestone is just one part of Woolworths’ wider commitment to making healthier choices easier for families. In 2023, the supermarket rolled out healthier checkouts nationwide, removing child-targeted confectionery and ensuring 80% of front-of-store food has a Health Star Rating of 3.5 or higher. They’ve also introduced an age restriction on energy drinks – a New Zealand first – limiting sales to customers aged 16 and over.
All together, these steps are helping take the pressure off the weekly shop with less pester power and more peace of mind. And if a free banana means five quiet minutes in the cereal aisle? We’re all in.
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