Veg Power 2026 results show power of repetition

Industry campaign Veg Power has improved the eating habits of two million children across the UK since it began in 2019, new data suggests.

The figures, shared by Veg Power, found that children participating in the campaign more than once ate an extra portion of veg per day, compared to non participating children. As a result, 92 per cent of parents said they wanted their child to repeat the experience.

Currently, 80 per cent of children fail to achieve recommended intake levels of fresh produce, with a third eating under a single portion each day.

The campaign’s 2026 results, which evaluated 329 parents, found that 86 per cent said their child ate more vegetables, 85 per cent said their child tried more vegetables, and 77 per cent said they ate more vegetables themselves.

In the last year, the campaign reached 300,000 pupils from 1,000 schools across the UK, with a ‘Veg Hunters’ theme that encouraged children to explore vegetables in the classroom, at lunchtime and at home.

It was sponsored by Sainsbury’s with additional funding from local authorities, school caterers, and local vegetable producers.

“Every year we wait with anticipation for our evaluation data and this year confirms what we’ve found in previous years – Eat Them to Defeat Them is having a much-needed impact on children’s diets,” said Veg Power CEO, Dan Parker.

“We are also so thrilled that parents and children enjoy the experience and want to repeat it. Repetition is key to lasting behaviour change and we would love as many children across the UK to benefit from this campaign in the future.”

One parent who took part in the scheme said: “This was a good initiative; it got my child excited about veggies. She now requests veggies in her packed lunch.”

Another said: “My child was very excited about trying new vegetables and completing the pack. He wanted to try all the vegetables in the chart and asked me to buy vegetables that we don’t normally eat at home.”