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Eat Them to Defeat Them campaign returns to improve children’s veg consumption

12 Feb 2024
Veg Power, ITV, Channel 4 and Sky Media announced that their multi award-winning Eat Them To Defeat Them campaign is returning to TV screens and primary schools across the UK in mid-February.

According to research 80% of children in the UK are not eating enough vegetables and a third of children are eating less than one portion a day. Returning to schools with a new creative theme ‘The Big Chomp’, children will be encouraged to defeat the veg one bite at a time with supporting visuals and fun activities. 

The campaign brings together an alliance of TV advertising, celebrities, chefs, schools, communities and families. Since it launched in 2019, over 1.5 million different children from 4,884 primary and special schools have benefited from the schools’ programme.  

After last year’s campaign, 66% of parents with children who participated in the schools’ programme and whose children vocally disliked vegetables said their child ate more vegetables due to their participation in Eat Them to Defeat Them.

Dan Parker, chief executive of Veg Power, said: “Our evaluation has shown that this campaign is having a much-needed positive impact on children’s diets and we can’t wait for more children and their families to benefit.

“We know that changing behaviour and dietary health in the UK isn’t going to happen overnight, but we are delighted with the inroads our campaign and others working in this space have achieved. As always a massive thank you to everyone who has supported us this year.”