Tesco has partnered with baby and kids food brand Ella’s Kitchen to give away free vegetables in a bid to encourage children to eat a more nutritious diet.

As part of the new initiative, there will be in-store promotions, an online offer and educational resources to champion healthy eating.

The in-store promotions will see 50 selected Tesco stores across England and Wales offering a coupon for a free selected vegetable for customers who buy any Ella’s Kitchen product from a choice of over 60 lines.

A roadshow will also visit a select number of the supermarket giant’s stores, where in an interactive front of store space, Ella’s Kitchen will be handing out free veg coupons, recipes, and educational content to customers.

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Online, shoppers who purchase any of the kids food brand’s Kitchen Smoothie Multipacks can add a selected vegetable to their basket for 1p.

It comes as studies show that the earlier a child is exposed to vegetables, the more likely they are to eat them, and currently only 18% of children aged five to 15 consume the recommended five portions of fruit and vegetables a day.

Tesco category director for health and wellness Tom Lye said: “Together, we’re filling our participating stores with free resources, promotions, and recipes to help kids learn to love vegetables and ultimately reach their five a day, as well as running a similar promotion on our website and app for the next few weeks.

“At Tesco, we want to put affordable, sustainable and healthy food within reach of all our customers, whatever their budget. So, by offering them better and more affordable choices every time they shop with us, we’re ensuring these resources are accessible without costing customers more.”

Ella’s Kitchen managing director Tim Collins added: “We know that alongside access, one of the biggest barriers to getting little ones to eat their veg is enjoyment.

“That’s why alongside ensuring every Ella’s Kitchen and Tesco customer receives a free piece of veg, we’re also bringing educational resources to participating Tesco stores – allowing parents and carers to access sensory food play resources that can help them break down the barriers their little ones face when trying new veg.”