UK supermarket chain Tesco is reportedly planning a new marketing initiative aimed at encouraging children to eat healthier foods.

The company has teamed up with Hasbro to use the toy maker's Action Man character in the promotion of apples. Tesco will give away 200,000 copies of Action Man DVD Robot Atak with bags of its apples, reported Marketing.

The move follows calls for food manufacturers and retailers to do more to encourage children to eat healthier foods by using celebrities and children's TV characters to promote healthy foods rather than junk food.