UK: Veg Power launches activity book to encourage kids to eat more veg

Eat Them to Defeat Them is back this October with an action-packed kids’ activity book. Veg Power and ITV have brought together Channel 4 and Sky, and partnered with Change4Life to create an activity book full of veg-themed puzzles, fun, games and recipes for kids and their families to enjoy. The book has been kindly funded by Public Health England, ASDA, Coop, Sainsbury’s and Chartwells, with advertising donated by ITV, Channel 4 and Sky.

250,000 copies will be distributed for free via ASDA & Sainsbury’s stores, Coop community champions and through community projects, food banks and schools.

This is the latest initiative from the award-winning Eat Them to Defeat Them campaign, which ran its second campaign in spring 2020. Created by Veg Power and ITV, with the support of Channel 4, Sky and 10 retail and food brands, the TV campaign reached over 46 million people and the schools programme reached 425,000 primary school age kids, with 76% of them saying it made veg more fun.

There will be a downloadable version of the puzzles and recipes at, YouTube videos of the recipes by The Super Yummy Kitchen and a supporting TV and social media campaign.

Alison Tedstone, Chief Nutritionist at Public Health England said: “We are delighted to be working with Veg Power on this initiative. Encouraging healthy eating habits is an important part of giving our kids the best start in life. We know that motivating kids to eat their greens can be a challenge which is why this campaign is so important, helping to make healthier choices easier for families”

Clare Phillips, Director of Social Purpose at ITV said: “The Eat Them to Defeat Them activity book is the next step in our ongoing mission to get more vegetables on the plates of children up and down the country, in an engaging and creative way. This campaign has always had one very clear objective – to get kids eating healthily – and we’re all hugely encouraged and motivated by the continued positive response we’ve had. The activities, which you can download at home, should be great for keeping kids entertained and healthy this autumn.”

Dan Parker, Chief Executive, Veg Power said: “Now more than ever we need to eat more veg – it’s key to improving the nation’s health and to supporting our fresh produce industry. This activity book has been created by a unique and powerful alliance, bringing together government, business, broadcasters and the third sector to collaborate on this essential issue.”

Meg Longworth, Director of Nutrition and Sustainability, Chartwells said: “As the UK’s leading education catering specialist, we want to help young people get the best start in life. Our approach is to go beyond the food on the plate and support with education and information around nutrition and wellbeing. This activity book is a great way to engage children and the cook along videos on The Super Yummy Kitchen go a step further in encouraging them to want to cook and eat more veg.”

For more information:
British Growers

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