Fred & Ed greens and candy fruit for kids

Fred & Ed’s greens and candy fruit are the fun way to ensure kids get their fruits and vegetables

“Eat at least 400 grams of vegetables and fruits a day” is the official recommendation of the World Health Organization (WHO) for the prevention of chronic diseases as well as for the prevention and alleviation of several micronutrient deficiencies. Most of the population, including the majority of children, miss this target. Kids are attracted by colorful packaging and characters, a marketing strategy that is common for candy, but rarely seen for healthy products. Fred & Ed breaks this ‘rule’ with a range of greens and candy fruit that bring fun into eating fruits and vegetables, making it easy for children - and their parents - to meet the recommended dietary intake guidelines.

The greens and fruits have been developed in collaboration with The Greenery and are sold via the well-known supermarket chains Jumbo and Plus. They are extra tasty and small in size, so kids can easily pick them up, hold and eat them – at home or on the go. Fred & Ed uses, for example, a tomato variety which tastes a bit sweeter compared to mainstream tomatoes; the apples are smaller and have a thinner skin.

The products also make an attractive treat, for example at birthday parties. The fruit labels contain stickers that kids can collect and share.

Five types of greens and candy fruit are available: tomatoes, cucumbers, paprika, apples and pears. The tomatoes, cucumber and paprika are also available in snack-size packaging.