UK schools say ‘Eat Them to Defeat Them’ has led to more kids eating vegetables
More than 95% of schools who have taken part in Veg Power’s 2024 Eat Them to Defeat Them campaign say it has been a success with students, so much so that it will be returning in March 2025. Eat Them to Defeat Them is one of the few initiatives undertaken by an organization in any country that […]
‘Eat Them to Defeat Them’ campaign, impacting millions of children, gets green light for 2025
An astonishing 8 in 10 children in the UK are not eating enough fruits and vegetables. More than one-third are not even getting one serving per day. Campaigns to improve consumption over the past few decades have been tried and failed. But one that seems to be having lasting impact is “Eat Them to Defeat […]
Veg Power teams with Aardman’s Shaun the Sheep to get kids to eat ‘rainbow’ of vegetables
From “Eat Them to Defeat Them” to “Eat Tjhe Rainbow”. What an interesting an inviting twist. The not-for-profit alliance Veg Power has done it again, challenging children to consume more vegetables with a fun campaign that includes favourite character Shaun the Sheep. The new Holiday and Food Activities (HAF) programme launched with studio Aardman will […]
‘Eat Them to Defeat Them’ launches again this week with a new look and robust goals
The transformational children’s healthy eating campaign “Eat Them to Defeat Them” is making a triumphant return to TV screens this coming Saturday. Dubbed “The Big Chomp”, the mission from Veg Power, ITV, Channel 4 and Sky Media this year will be much the same as their previous five iterations – get kids to eat more […]
Global Marketing Innovation Award: Veg Power Beats Junk Food Marketers at Their Own Game
Vegetables are disgusting!” Kids forever have dodged eating vegetables. Resorting to convoluted measures, parents cajole, bribe and slyly disguise them, often to no avail. The industry, despite valiant efforts, has struggled to move the needle on overall produce consumption, let alone conquer most children’s downright disdain for vegetables. Veg Power, the UK nonprofit super alliance […]
Veg Power’s 5-year report confirms: 53% of parents say kids in ‘Eat Them’ campaign are eating more veg
The European fresh produce industry is witnessing a significant shift in companies adopting specific roles to sustain their success. With increasing competition and growing supply chain transparency, companies are faced with a crucial decision: should they become specialists, focusing on a few products that can be consistently supplied year-round to large-scale retailers, or should they […]
Veg Power’s latest campaign takes holistic approach to get families to eat healthier
“Simply Veg”. That is the name of the latest campaign being launched by the group responsible for putting vegetables front and centre on the minds of young children. It is catchy, though a bit different from the energetic, brash “Eat Them to Defeat Them” which has helped drive home hard messages on health to kids. […]
‘Growing to Love’ campaign hopes to boost produce consumption among children
The driver of increased produce consumption among school-age children, Veg Power, has launched a campaign called “Growing to Love” that wil aim to get more kids on board with eating fresh vegetables. Using tomatoes as linchpin to encourage more healthy eating habits, children from across the UK will learn how to grow their own tomato […]
