Stickers, gardens, cuddly toys: how supermarkets tempt children to eat vegetables

Supermarket chains in the Netherlands are increasingly using loyalty programs featuring collectibles, plush toys, and popular characters to encourage children to eat more fruits and vegetables. Retailers such as Lidl, PLUS, and Albert Heijn argue that these campaigns help introduce children to healthier food options while aligning with national health goals. By leveraging recognizable figures, these supermarkets hope to make fresh produce more appealing and accessible to younger consumers.

However, experts and watchdogs remain skeptical about the true impact of these marketing tactics. Behavioral economist Anouar el Haji notes that while these programs successfully drive store traffic and customer loyalty, there is no scientific evidence that they actually lead to increased vegetable consumption. Critics from organizations like Foodwatch argue that such initiatives are primarily marketing tools rather than genuine public health efforts, suggesting that supermarkets focus on profit motives despite claiming a mission to improve public health. Ultimately, these campaigns serve as effective tools for customer retention, even if they do not necessarily change the dietary habits of children in the long term.