The countdown is officially on until the next range of Coles miniature collectables is released – but this time the items are sending a different message to families.
This time around the campaign focuses on healthy eating, and the supermarket giant has partnered with the Healthy Kids Association in a bid to influence children to eat more fresh produce.
There are 24 types of fruit and vegetable ‘Stikeez’ to collect, which will be available to customers from Wednesday, February 13.
The supermarket says Stikeez and the associated Coles Fresh Rainbow Challenge, are designed to make healthy eating fun for everyone and encourage children and their parents to eat more fresh fruit and veggies.
Some of the minis are also named after Coles fresh produce growers.
“Marie the Mango is Marie Piccone from Manbulloo in the Northern Territory, Carlo the Cucumber is Carlo Pippo from Fresh at Heart in Ballina, NSW and Sunny the Strawberry is from Sunny Ridge Strawberry Farm in Main Ridge, Victoria,” a statement released on Sunday morning read.
Like the last collection, shoppers will be able to receive a free Stikeez collectable for every $30 they spend at Coles supermarkets, Coles Express and Coles Online.
In addition, the Rainbow Challenge has been developed to motivate families to track their consumption of vegetables and fruit, by ticking off the colours of the rainbow daily.
There will be free posters to enable families to keep track of the fresh produce intake.
Coles Fresh Ambassador and chef Curtis Stone helped to develop the challenge, by creating recipes children can make with their parents which are easy to prepare, the supermarket said in a statement.
“As a parent I know how hard it can be to get kids excited about eating their veggies so I’m really excited about helping to make them fun and tasty with my colourful recipes like ‘broc tots’, eggplant chips and rainbow pizzas,” Coles Fresh Ambassador Curtis Stone said.
“I can’t wait to see how Aussie families bring the Rainbow Challenge to life and have fun eating delicious healthy food.”
Senior Dietitian at the Healthy Kids Association Grace Brunton said children will be encouraged to eat produce they may not have previously tried because of the challenge.
“One in four Aussie children aged between 5 and 17 are overweight or obese and while 73 per cent of children aged 2-17 eat enough fruit, just 6.3 per cent eat the recommended serves of vegetables,” Ms Brunton said.
“Eating the rainbow is one of the best ways to ensure kids are getting all the vitamins and minerals that can be found in fruit and vegetables,” the dietitian added.
There will be collector cases available for $4, along with a range of snack boxes, pouches, plush toys and drink bottles for purchase.