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As digital literacy and problem-solving become increasingly important for children, Dutoit is using a familiar family purchase to make coding-style play more accessible.
Coding can feel far removed from everyday family life, especially when it is associated with screens, classrooms, expensive devices or high data costs.
But some of the thinking behind coding starts much earlier and much more simply. Recognising patterns, following steps, solving problems, thinking logically and trying again when something does not work are all skills that children can begin to explore through play.
This is the idea behind the latest Dutoit Juicy Gems campaign, developed in partnership with Tangible Africa, a South African initiative known for making coding and computational thinking more accessible to children through play.
Now in its second year, the campaign launches at Checkers stores nationwide from 17 August 2026. By purchasing a bag of Dutoit Juicy Gems apples, families can scan the QR code on selected packs to unlock a low-data interactive game that works on all smart devices.
The game introduces children to coding-style thinking in a playful, accessible way, while digital collectable cards help them learn more about agriculture, including how fruit is grown, harvested, packed, distributed and shared.
For Dutoit, the campaign reflects a broader commitment to education, innovation and creating value beyond the fruit bowl.
“At Dutoit, innovation has always been part of how we farm, pack, market and distribute quality fresh produce,” says Gysbert du Toit, Commercial Director – Fruit Packing. “But we also believe innovation should create value for the people and communities around us. Through Juicy Gems, we are using something as simple and familiar as a bag of apples to help children engage with coding-style thinking, while also learning more about agriculture and where their food comes from.”
The campaign launches at a time when future-ready skills are becoming increasingly important. According to the World Economic Forum’s Future of Jobs Report 2025, employers expect 39% of workers’ core skills to change by 2030. AI and big data, networks and cybersecurity, and technological literacy are identified as the fastest-growing skills, while analytical thinking remains the most sought-after core skill. Creative thinking, resilience, flexibility and agility, and curiosity and lifelong learning are also expected to grow in importance.
For children, these skills do not need to begin with complex technology. International education research supports the idea that children can begin developing computational thinking from an early age, especially when concepts like patterns, sequencing, logic and problem-solving are introduced through play.
The Juicy Gems game has been designed to make this kind of learning feel fun, simple and accessible, without requiring expensive equipment, high data usage or complicated setup.
The campaign also builds on the success of last year’s Juicy Gems game, which reached 1.3 million people, showing the strong appetite for interactive learning experiences connected to everyday family purchases.
This year, Dutoit is taking the concept further by connecting coding-style play with agriculture education. As children engage with the game, they can unlock digital collectable cards that introduce them to the journey of food and the people, processes and systems behind the fresh produce families enjoy every day.
“Agriculture is one of South Africa’s most important sectors, but many children are far removed from how food is grown and the work that happens before it reaches a shelf,” says Gysbert. “Through Juicy Gems, we want to spark curiosity about both technology and agriculture. These worlds are more connected than many people realise, and both have an important role to play in the future.”
The partnership with Tangible Africa brings educational depth to the campaign. The organisation has reportedly taught coding to more than 350,000 learners across 15 countries, using simple games to make computational thinking more accessible to children regardless of resources or internet access.
“Coding-style play helps children practise the kind of thinking that sits behind technology,” says Ryan le Roux, CEO of the Leva Foundation. “It is not only about screens or code. It is about logic, sequencing, pattern recognition, creativity and problem-solving. When children are introduced to these ideas through play, learning becomes far less intimidating and much more accessible.”
For parents, the campaign offers a simple way to combine snacking, play and learning. For children, it creates a fun first step into coding-style thinking. For retailers, it turns the fresh produce aisle into a point of discovery, adding value to a product already part of many household routines.
Dutoit’s purpose is to cultivate wellness, one harvest at a time. With Juicy Gems, that purpose extends beyond growing quality fresh produce to helping children explore new ideas, build confidence and understand more about the food systems that support everyday life.
From apples to algorithms, Dutoit Juicy Gems shows that big ideas can begin in small hands and sometimes, they start with a bag of apples.
Dutoit Juicy Gems apples will be available at Checkers stores nationwide from 17 August.. Look out for the QR code on selected packs to unlock the game.
For more information you can visit: https://www.juicygems.co.za/