On the occasion of LazyTown/Latibær's 30th anniversary, a major health initiative called Íþróttanammi or Sports Candy is being launched in Iceland, which aims to increase children's consumption of fresh fruit and vegetables. The initiative began at the Bónus store in Kauptún in Garðabær today, Tuesday 10 June, at a festive ceremony, according to a statement from Bónus, Hagkaup and Olís.
June 10, 2025
Björn Skúlason, the shop's president and health chef, cut the ribbon and did a handstand. About 35 children and 10 teachers from the Urðarhóli preschool participated in the first LazyTown Games. Sportacus, Dýri Kristjánsson, was on hand to encourage everyone.
The game is about eating healthy and getting energy points for the achievement. The children start by coming to Bónus, Hagkaup or Olís stores, which are sponsors of the initiative, and buying fruit and vegetables and getting points depending on how much healthy food they buy. The children get their energy points stamped and receive a poster, sticker and prize.
"We at LazyTown place great emphasis on the well-being of children. From the beginning, our goal has been to encourage children to adopt a healthy lifestyle and make healthy choices an attractive choice. Our activities began in Iceland, but have since reached children and families around the world. It must be said that the health status of children in Iceland is currently a cause for concern," says Magnús Scheving, owner of LazyTown.
Earlier this year, the Directorate of Health drew attention to the importance of increasing children's consumption of vegetables and fruit. Subsequently, the Minister of Health emphasized making healthy choices the easiest.
“In light of this call, we decided to respond immediately and develop a solution that makes vegetables and fruit an exciting and accessible option for children. The solution involves collaborating with the country's largest retailers and is about presenting healthy food products in an interesting and fun way,” says Magnús further.
The initiative is being carried out in collaboration with the Directorate of Health and the Ministry of Health. Part of the proceeds from the project will go to the Lazy Town Support Fund, which aims to promote physical activity and children's health. The sports snack is available in all Bónus, Hagkaup and Olís stores.
Special fruit greenhouses have also been set up for children in selected stores. Bananas is responsible for packing and distributing the fruit.
https://www.mbl.is/matur/frettir/202...ik_ytt_ur_vor/
June 10, 2025
Björn Skúlason, the shop's president and health chef, cut the ribbon and did a handstand. About 35 children and 10 teachers from the Urðarhóli preschool participated in the first LazyTown Games. Sportacus, Dýri Kristjánsson, was on hand to encourage everyone.
The game is about eating healthy and getting energy points for the achievement. The children start by coming to Bónus, Hagkaup or Olís stores, which are sponsors of the initiative, and buying fruit and vegetables and getting points depending on how much healthy food they buy. The children get their energy points stamped and receive a poster, sticker and prize.
"We at LazyTown place great emphasis on the well-being of children. From the beginning, our goal has been to encourage children to adopt a healthy lifestyle and make healthy choices an attractive choice. Our activities began in Iceland, but have since reached children and families around the world. It must be said that the health status of children in Iceland is currently a cause for concern," says Magnús Scheving, owner of LazyTown.
Earlier this year, the Directorate of Health drew attention to the importance of increasing children's consumption of vegetables and fruit. Subsequently, the Minister of Health emphasized making healthy choices the easiest.
“In light of this call, we decided to respond immediately and develop a solution that makes vegetables and fruit an exciting and accessible option for children. The solution involves collaborating with the country's largest retailers and is about presenting healthy food products in an interesting and fun way,” says Magnús further.
The initiative is being carried out in collaboration with the Directorate of Health and the Ministry of Health. Part of the proceeds from the project will go to the Lazy Town Support Fund, which aims to promote physical activity and children's health. The sports snack is available in all Bónus, Hagkaup and Olís stores.
Special fruit greenhouses have also been set up for children in selected stores. Bananas is responsible for packing and distributing the fruit.
https://www.mbl.is/matur/frettir/202...ik_ytt_ur_vor/
Attached Files
10.lazytown.eu
Note