Ask any parent, getting children to eat fruit can be a mission. But Woolworths New Zealand has cracked the code with a simple solution that’s stood the test of time – and picky palates.
Since kicking off in 2015, Woolworths’ Free Fruit for Kids initiative has given away more than 10 million pieces of fruit to Kiwi kids, helping make fresh, healthy choices the norm for a new generation of shoppers.
The decade-strong programme was the first of its kind at launch, growing from a pilot programme at Woolworths Botany Downs in East Auckland to the juicy juggernaut it is today. Its runaway success was the inspiration behind Woolworths Australia rolling out the same initiative across the ditch just months later.
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,” he says.
“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.”
From apples and bananas to pears and mandarins when in season, Woolworths estimates that more than 1,400 tonnes of free fruit have been enjoyed since the programme began – 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.
Shoppers can find complimentary fruit baskets in the produce section of all 185 Woolworths stores around the country. Much of the fruit is sourced from New Zealand growers, reflecting Woolworths’ commitment to supporting local producers wherever possible.
This fruity feat forms part of Woolworths’ broader, longstanding commitment to making healthier choices easier for Kiwi families. In 2023, the supermarket rolled out healthier checkouts nationwide, removing child-targeted confectionery and ensuring that 80% of front-of-store food items carry a Health Star Rating of 3.5 or above.
The retailer has also taken a strong stance on energy drinks. In 2019, Woolworths became the first major New Zealand supermarket to introduce an age restriction on the sale of energy drinks, requiring customers to be at least 16 years old.
Together with Free Fruit for Kids, these changes are designed to help parents get through the shop with a little less pester power and a little more peace of mind.
