TESCO’S recent campaign aims to support more children to eat fruit and vegetables.
The supermarket says that according to its new research, many Wokingham parents are saying that their child refuses fruit and veg.
The findings also show that 71% of parents and carers in the region say their child is more likely to eat fruit and veg when they can choose it themselves, while 80% say making food fun or visually creative encourages children to try more.
To help more children get more of their five-a-day and the nutritious food they need to learn, Tesco is doubling its Free Fruit & Veg for Schools programme from September, with the aim of doubling the programme again the following year.
Results to date show that 94% of teachers are reporting improved behaviour among pupils taking part.
The new research further highlights why schemes like Free Fruit & Veg for Schools matter. Children tend to stick to familiar favourites, with fruit far more common than vegetables in their diets, and many parents say repeated refusal affects what they buy for the home.
Just over 68% of the region’s parents say they have stopped buying or serving certain fruit or vegetables after their child repeatedly refused them.
By contrast, pupils taking part in Free Fruit & Veg for Schools have collectively sampled more than 100 different varieties of fruit and vegetables, helping to broaden tastes and encourage healthier choices.
To encourage and inspire children to be more adventurous with fruit and veg and to celebrate the expansion of its Free Fruit & Veg for Schools programme, Tesco is launching the Giant Fruit & Veg Challenge.
The competition invites children to dream up their own fruit-and-veg-packed dish, with the winning recipe shared on menus across the UK and in Tesco’s programme.
The challenge is supported and judged by JLS star turned farmer JB Gill, and his son Ace, alongside a panel of experts and nutritionists.
Along with its Fruit & Veg Grants and Free Fruit for Kids in its stores, Tesco aims to support thousands more local children in getting more of the good stuff.
Customers can help grow the programme with Tesco donating every time customers buy fruit and veg at Tesco up until 24 May.
Ken Murphy, Tesco Group CEO, said: “We’ve set out an ambition to help one million children get free fruit and veg through our school and community programmes, supporting the development of healthy habits.
“Schools have told us what a positive impact the Tesco Free Fruit & Veg for Schools programme has already made, so we’re delighted to be able to double the number of schools receiving support from September.”
Elaine Hindal, Chief Executive of the British Nutrition Foundation, said: “A significant number of children in the UK are growing up with diets that don’t support their health.
“Early food experiences matter, as they can help to shape children’s confidence, habits and long-term health outcomes.
“By helping children enjoy and regularly eat fruit and vegetables from a young age, programmes like Tesco Free Fruit & Veg for Schools can help to make a lasting difference to diet and health now and in the future.”
