Only one in ten children currently eats enough fruits and vegetables, which could lead to obesity and other lifestyle-related diseases. Fruit plays a crucial role in a healthy diet, and there are countless benefits to including fruit in children's daily meals. Fruit is rich in essential vitamins, minerals, and fibers that contribute to a stronger immune system and better digestion. By increasing fruit consumption, ICA can help prevent many health issues associated with poor eating habits.

"In a time when children's eating habits face significant challenges, we want to create a movement that inspires healthy choices. Through streamlining, dialogue with our suppliers, and price investments, we have managed to significantly reduce the price of fruit and vegetables over the past year. With approximately 1 300 local ICA retailers and our various partners, ICA has a unique opportunity to influence and support children and families across the country to choose more fruit," says Eric Lundberg, CEO of ICA Sweden.

The initiative consists of a range of efforts aimed at making fruit a natural part of children's daily lives. Among these efforts are:

• Launch of "Join the Fruit Reboot": A concept that presents fruit in a modern and attractive way to make it more appealing to children and young people.

• Media campaigns aimed at changing attitudes towards fruit and encouraging children and young people to choose fruit over less healthy alternatives.

• Regular fruit campaigns in ICA stores to highlight different fruits and make them more accessible.

• Additionally, several local activities are planned to engage children and their families directly in the fruit initiative. ICA will collaborate with schools to integrate fruit into daily routines and offer playful and educational programs that highlight the benefits of fruit. The goal is to create positive and lasting changes in how children perceive and consume fruit.

Learn more about ICA's initiatives to increase fruit consumption among children and young people at www.ica.se/frukt (in Swedish).

For more information

ICA Gruppen press service
Telephone: +46 (0)10 422 52 52
E-mail: press@ica.se

ICA Sweden is the leading grocery retailer in Sweden. With a focus on food and meals, ICA Sweden aims to make everyday life a little easier. The approximately 1 300 independent ICA retailers own and operate their stores themselves. ICA Sweden has agreements with the retailers regarding joint purchases, logistics, market communication, and store development. ICA Sweden is part of ICA Gruppen.