Coles and Coles Express bought back the Fresh Stikeez campaign, including a brand new national healthy eating program, to help Australian parents get their children on a balanced diet.
Stikeez Fresh Friends features 24 new characters inspired by fruits and vegetables.
This year, however, Coles includes various food groups such as dairy products, proteins and grains.
The collectibles are part of the Coles Fresh 5 Challenge, which is supported by the Stephanie Alexander Kitchen Garden Foundation.
The challenge enables children to track the various food groups they have tried by adding Stikeez to the item in a specially designed placement available from Coles Supermarkets.
Lisa Ronson, Chief Marketing Officer, said: “Customers have told us that they use Stikeez as a fun tool to encourage children to eat more types of fresh food. Our research showed that 31% of customers who collected the first Stikeez range bought more fruit and vegetables, and 50% bought a larger selection of fresh products.
John Elliot, founder of Save Our Soles
"Children who have never touched broccoli or tasted a fresh tomato found it fun to challenge themselves to eat food in all the colors of the rainbow."
According to John Elliot, the founder of Save Our Soles, Stikeez is recycled using the same process that he has used in Australia to recycle shoes since 2010.
"It is really good to see that Australians care so much about waste reduction, and we look forward to working with Coles to find a different purpose for Stikeez that customers have no use for," said Elliot
More information about Stikeez Fresh Friends and the Coles Fresh 5 challenge can be found here.