Partnership with British Apples & Pears supports Veg Power’s mission to get more children eating fruit and veg snacks more often
Veg Power has expanded its mission to include fruit for the first time as part of its ‘Attack the Snack campaign’.
Through a new partnership with British Apples & Pears (BAPL), the campaign highlights the benefits of these seasonal fruits as a perfect grab-and-go snack, with BAPL pointing out that apples and pears are “affordable, widely available, naturally sweet and packed with fibre and essential micronutrients”.
Veg Power is a not-for-profit alliance aimed at improving children’s diets by making healthy, sustainable eating easier. It is best known for its campaigns to increase children’s vegetable consumption, including Eat Them to Defeat Them and Growing to Love.
This latest campaign is designed to tackle the issue of unhealthy snacking habits. Research shows that children in the UK eat an average of three unhealthy snacks and sugary drinks a day, contributing to excessive sugar, salt and saturated fat consumption.
Attack the Snack encourages children to take a more balanced approach to snacking, and increase the amount of fruit and vegetables they enjoy between meals.
The new partnership with BAPL will deliver fresh content for parents, families and schools with strategies for simple ‘steps to better’ without stress. The focus is on practical, balanced ideas that champion healthy snacking.
Since its launch in July, Attack the Snack has highlighted a variety of fresh produce snack ideas through creative partnerships – from berry-inspired homemade ice lollies in August, to colourful dips and platters with peppers, cucumbers and healthy wraps (with the collective support of British Berry Growers, G’s and the Cucumber and Pepper Growers Association).
The autumn spotlight on apples and pears marks the final phase of this year’s Attack the Snack campaign, bringing together seasonal crops under a unifying theme that resonates with families.
This phase launched on 7 October with a social media campaign, supported by resources for parents and schools, with fun activities designed for children aged 4-7.
Dan Parker, Chief Executive of Veg Power, said: “Eight years ago, Veg Power was started to improve the dietary health of children in the UK by increasing their vegetable consumption. We are seeing real progress, and it feels like the right time to bring our skills, experience and expertise to a broader mission that includes fruit and beans.
“A key part of this is the power of collaboration, bringing together different fresh produce under engaging themes that capture the imagination of parents, families and schools, and inspire them to act. Our work with British Apples & Pears Limited on Attack the Snack is a great example of how this approach can deliver real impact.”
