Only one in ten UK children eat their recommended five portions of fruit and vegetables on a typical school day, with more than a third (37.5%) of parents saying their child refuses fruit and veg altogether, according to new research from Tesco.
But the findings also show what does work when it comes to getting five-a-day into kids with nearly three-quarters (73%) of parents and carers say their child is more likely to eat fruit and veg when they can choose it themselves, while the same proportion (73%) say making food fun or visually creative encourages children to try more.
So, 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, increasing participation from 500 to over 1,000 schools, with the aim to double the programme again the following year. And the results to date speak for themselves with 94% of teachers 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 shapes what they buy at home. Just over two‑thirds of parents (68%) 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 & veg and to celebrate the expansion of its Free Fruit & Veg for Schools programme, Tesco is launching the Giant Fruit & Veg Challenge**. The nationwide competition invites children to dream-up their own fruit & veg-packed dish, with the winning recipe shared on menus across the UK and in our 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 to one million school children across the UK in getting more of the good stuff. Customers will be able to help grow the programme with Tesco donating every time customers buy fruit and veg at Tesco up until 24th May.
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.
Ken Murphy, Tesco Group CEO
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.
Elaine Hindal, Chief Executive of the British Nutrition Foundation
For more information and to enter the Giant Fruit and Veg Challenge, visit www.tescoplc.com/fruitandvegchallenge