Nostalgic campaign hopes to revive a classic football tradition across grassroots games
LIDL GB is campaigning to revive a cherished tradition of British football: the humble half-time orange slice.
Launched ahead of the UEFA Women’s EURO 2025™, the campaign taps into national nostalgia, with new research revealing that half of UK adults who played sport as children recall the juicy segment as a “core memory.” The fondness is most pronounced among the over-55s, with 64% remembering the ritual—compared to just 29% of 18–24-year-olds.
The practice, once a mainstay of junior football matches, has largely faded. Today, parents are more likely to hand out cereal bars (35%), chocolate (30%), crisps (27%), or protein snacks (5%) at half-time. Fewer than one in five (19%) still offer orange slices.
Dr Hazel Wallace, registered nutritionist and author known as The Food Medic, said: “Oranges have been a classic half-time snack for years, and they offer a refreshing combination of fluid, electrolytes, and vitamin C. They’re great for hydration and immune function, with the added bonus of being naturally sweet and easy to digest.”
Despite the drop in popularity, many parents are keen for a comeback. Two-thirds (62%) said they support bringing back the orange slice tradition, with many citing its affordability, health benefits, and nostalgic value. Some also believe it offers a welcome pause from the high-pressure world of youth sport.
Georgina Hall, Director of Corporate Affairs at Lidl GB, said: “There’s something brilliantly nostalgic about the humble orange slice – a half-time memory that’s stayed with many of us since childhood. As the official Fresh Fruit and Vegetable Partner of UEFA Women’s EURO 2025™, we’re proud to bring the nation together behind the England and Wales teams. Whether you’re pitch side or watching from home, this is a fun, feel-good way to celebrate the tournament.”
As the Official Fresh Fruit and Vegetable Partner of UEFA Women’s EURO 2025™, Lidl is offering 250 grassroots teams across Great Britain the chance to pick up free oranges to enjoy at half-time throughout the Women’s Euros tournament. To enter for a chance to win a voucher to spend in store, members of the public can visit this link before the tournament ends on Sunday 27th July.
Image caption: Lidl GB campaigns to bring back orange slices on the eve of the UEFA Women’s EURO 2025™
