Colruyt and Studio 100 launch cooking programme promoting a balanced diet for and by children

Retailer Colruyt Lowest Prices and production house Studio 100 join forces to promote a balanced diet among children. The first joint accomplishment is a cooking programme for and by children, with seasonal fruit and vegetables in the lead. The programme will be broadcast as from the spring of 2020 on Studio 100 TV and via the Studio 100 GO app. Children from Flanders and the Walloon provinces will prepare a balanced, simple and child-friendly dish every week. This will allow them to experiment and learn in the kitchen in a playful and informal way. And to become the new generation of vegetable ambassadors.

Vegetables are tasty!

Promoting a balanced diet for families with children is one of Colruyt’s priorities. “We want to make it easier for our customers to consume consciously. Health is one of the four central themes we are working on. To make this theme more attractive to children, we join forces with Studio 100. With this collaboration, we combine our many years’ experience in healthy food and cooking with Studio 100’s expertise in entertainment for children”, says Guy Elewaut, Marketing manager Colruyt Lowest Prices. “Together, we can create many nice educational projects for kids, starting with a brand-new cooking programme.”

“For decades, Studio 100 has been making generations of children happy, in both a creative and innovating way. Studio 100's child heroes are extremely popular with the general public. Every year, we welcome hundreds of thousands of people at our musicals, shows and films. We greatly appreciate having the opportunity to make a programme for our channel with and for children and together with Colruyt, another fine Belgian company”, says Hans Bourlon, CEO Studio 100 Group.

Practice makes perfect

What better way to learn something than by trying it yourself? For the new cooking programme for children, Colruyt opens the doors to the Colruyt Group Academy kitchens. Every week for a whole year, kids will prepare a simple, balanced and child-friendly dish with the help of a Studio 100 TV host: Marie Verhulst for Flanders, Nathalie Van Tongelen for the Walloon provinces. Every week, a new seasonal vegetable will take centre stage and there’s a good variety between main courses, desserts, appetisers, smoothies, snacks... Afterwards, the children can prepare the recipes at home. “Each recipe is developed by our professional cooking team in consultation with our nutrition experts”, Guy Elewaut explains. “As we are spotlighting a different seasonal vegetable each week, we can use many different vegetables, from Brussels sprouts to red beets. With this programme, we want to turn the children into vegetable ambassadors for their peers and parents. By setting to work in the kitchen, they can have fun learning. And their parents can proudly enjoy the recipes at home. Together with Studio 100, we make a balanced diet a true experience for children and their parents.”

Not its first time

This initiative is one of many Colruyt takes to support balanced food choices. “We improve the nutritional composition of the Boni Kids assortment, we develop folder recipes and cookery books for kids focusing on a balanced diet and seasonal fruit and vegetables... And for schools, we have the Oog Voor Lekkers, Cooking Class and Snack & Chill initiatives”, Guy Elewaut concludes.

Appeal to young chefs

Young gourmet cooks between 8 and 12, who want to join the cooking programme, can enrol as of today via

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About Studio 100

Studio 100 was founded in 1996 by Gert Verhulst and Hans Bourlon. The company developed into a unique international business in family entertainment and has a solid reputation. Studio 100 offers a broad range of quality products for family and children entertainment: television, films, books, magazines, CDs, merchandising, own channels, digital platforms, shows and theatre productions... all developed in-house. Studio 100 has several popular amusement parks: Plopsaland and Plopsaqua in De Panne, Plopsa Indoor Hasselt, Plopsa Coo, Holiday Park in Germany, Mayaland in Poland and Plopsa Indoor in the Dutch Coevorden. The development of several complementary activities around the different Studio 100 characters is one of Studio 100’s major assets.

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About Colruyt

Colruyt is Colruyt Group's Lowest Prices supermarket. The store chain has been guaranteeing the lowest price for each product at any moment for more than 40 years now. Customers can find about 10,500 food and 7,500 non-food products, from fresh fruit and vegetables and meat to cleaning and care products. Colruyt also stands out by its simplicity, efficient shopping and efforts in the field of sustainability. The chain operates 243 stores in Belgium and the Grand Duchy of Luxembourg and employs approximately 15,000 people. Customers can also order their purchases in the Colruyt web shop and pick them up in about 200 Collect&Go collection points.

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