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Asda launches Chosen by Kids range

By Ashbourne News Telegraph  |  Posted: August 26, 2013

  • Chosen by kids Monster Mash and Chosen by kids Fishy Monster Feet

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PARENTS in the UK throw away more than £50 million of leftover food every week due to their fussy little eaters refusing to eat what’s on their plates – costing UK families £520 each a year.

New research on children’s eating habits, commissioned by Asda, has found that meal times are the biggest worry of the day for a fifth of British parents as they struggle to find foods that their kids will love and they won’t feel guilty about feeding them.

Unfortunately, the research showed that two thirds of mums and dads struggle to get kids to eat their fruit and vegetables, leading more than half of British mums and dads to throw away kid’s leftovers every day.

The research also found that one in five children refuse to eat meals if they contain fruit or vegetables, leading parents to get creative to convince kids to eat healthily, with nearly half hiding fruit and veg in food and a fifth bribing their children with rewards.

The latest Asda Mumdex research shows 85 per cent of mums find it difficult to provide a balanced diet for their kids. As a result, more than half would welcome the introduction of Guideline Daily Allowance (GDAs) for kids.

Regionally, the fussiest eaters are from the south, followed by kids in Wales and then those in the Midlands.

Asda has launched Chosen by Kids, the only children’s food range in the UK which has been independently tasted by children and approved by mums.

Any products which weren’t given a big thumbs up on taste from children and a seal of approval on price, convenience, nutrition and appeal didn’t make the 180-strong range.

Mum-of-two Gail Paddy, product development director for Asda, said: “As a mum, I know getting children to eat healthily is a worry for every parent. With more than two thirds of mums and dads struggling to get kids to eat fruit and veg, it’s now easier than ever because we’ve added hidden portions to the Chosen by Kids range to convince even the fussiest little eater!”

Chosen by Kids follows in the footsteps of Asda’s Chosen by You range and includes tasty products for children aged four to eight, for breakfast and lunch to teatime and snacking. Every product in the range meets HFSS (high fat, salt and sugar) government guidelines and many offer at least one of your five a day.

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