If they are hungry when you arrive, go to the deli counter and ask for samples of sliced meats and cheeses (most grocery store deli counters have a "try before you buy" policy).
"You want fruit leathers? Granola bars? Fine. But one, not both."
Stick to the rule that there'll be no new cereal bought until the old one almost gone. Also, check the labels. If there's too much sugar, a cereal is automatically disqualified from being purchased. Have a set limit and let them read the labels themselves. The kids may not always agree to "naked" Cheerios (no honey nut flavoring, etc.), but they'll learn that big sugar cereals are out of the question.
This means we eat a lot of broccoli, bananas, melon, grapes, and strawberries, but that's okay. When they choose it, they're more likely to eat it!
Give each child an item that they're in charge of finding without your help.
We try to go to farmers' markets whenever possible. Not only is there a lot of wonderful produce to look at (and to buy!), but it's got far fewer junk food distractions. I'd much rather buy the kids in-season cherries or a package of sweet peas that they can pop into their mouths as a snack than a chocolate-covered graham cracker.
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