The UK retailer is doubling the reach of its Free Fruit & Veg for Schools programme to over 1,000 schools, as research shows children missing consumption targets
With just one in ten children in the UK meeting the five a day target for fruit and vegetables on an average school day, according to new research from Tesco, the retailer is stepping up its Free Fruit & Veg for Schools programme.
From September, participation is set to double from 500 to over 1,000 schools, with the aim of doubling the reach of the programme again the following year.
“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,” Tesco stated. “Just over two‑thirds of parents (68 per cent) 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.”
Although more than a third of parents said their child declines fruit and vegetables altogether, Tesco’s research pointed to ways to boost consumption.
“Nearly three-quarters (73 per cent) 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 per cent) say making food fun or visually creative encourages children to try more,” the retailer revealed.
To inspire adventurousness, Tesco is launching the Giant Fruit & Veg Challenge, a nationwide competition for children to dream-up their own fruit & veg-packed dish, with the winning recipe featured on school menus across the UK. The challenge is supported and judged by boy band 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 programmes, Tesco said it aims to support one million school children across the UK to access fruit and vegetables.
Tesco Group CEO Ken Murphy commented: “Every day, too many children across the UK are missing out on the fruit and veg they need to thrive at school.
”That’s why we’ve set out an ambition to help one million children access free fruit and veg through our school and community programmes, supporting the development of healthy habits that we hope will stay with them through life. Schools have told us what a positive impact the Tesco Free Fruit & Veg for Schools programme has made, so we’re delighted to be able to double the number of schools receiving support from September.”
According to Tesco’s research, 94 per cent of teachers reported improved behaviour among pupils taking part in the Free Fruit & Veg for Schools programme.
“Early food experiences matter, as they can help to shape children’s confidence, habits and long‑term health outcomes,” added Elaine Hindal, chief executive of the British Nutrition Foundation. “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.”
