Veg Power has announced the launch of an Attack the Snack marketing push to encourage children to have a more balanced approach to snacking, increasing the amount of fruit and vegetables they enjoy for snacks.
The new campaign from the not-for-profit alliance is designed to help parents introduce nutritionally balanced snacks with limited stress and is supported by a taskforce of experts.
According to research, children in the UK consume an average of three unhealthy snacks and sugary drinks a day, contributing to excessive sugar, salt and saturated fat consumption.
Attack the Snack aims to encourage children to reach for vegetable and fruit snacks more often and develop healthier habits that continue into adulthood.
This comes as the Department of Health & Social Care’s National Diet and Nutrition Survey showed less than a fifth (17%) of all adults met the 5 a day recommendation. Children aged between 11 and 18 years old were bottom of the list, consuming on average only 2.8 portions per day.
“We know that snacking culture is rife in the UK and that snacks can be a really helpful way to bridge the gap between meals for children,” said Dan Parker, chief executive of Veg Power. “However, what we’re hearing and seeing all too often is an over-reliance on packaged snacks, which while convenient are not providing the balanced nutrition that our children need.
“Instead, we want to encourage kids to eat a wider selection of snacks – we want to see more children eating veg snacks more often, and for the first time we’re excited to be working with the British fruit sector as well.”
Read more: Government figures show massive slump in UK fruit & veg consumption
The campaign will have two phases with the first focusing on summer snacks during the months of July and August.
This will provide snacking inspiration and tips for families for on-the-go snacking situations such as picnics, day trips, beaches, parks and the workplace.
Veg Power’s alliance of chefs and nutritionists – including Hugh Fearnley-Whittingstall, The Happy Pear, Ben Ebbrell, Tom Aikens, Charlotte Radcliffe and Suzanne Mulholland (The Batch Lady) – will support a social media campaign aiming to reach at least one million people.
The second phase will focus on after school snack moments such as playdates, sports and other after school activities or relaxing at home.
Over a six-week period there will be a series of themes with different snack ideas. Each theme will be supported by expert-led content from Veg Power, shared across partner social and digital channels, and amplified by its alliance of ambassadors.
Veg Power will also run a schools’ programme with primary and special schools including lesson plans, assemblies and downloadable activities and resources.
Veg Power’s activities will align with the British Nutrition Foundation’s back-to-school ‘Snack-tember’’ initiative running in September.
“Snacks should be offered to young children to top up their energy and nutrient levels between meals, as well as to ensure they can consume foods from all the essential food groups each day,” said child nutritionist Charlotte Stirling-Reed. “This campaign aims to refocus on that purpose, while providing practical and achievable ideas and options to make healthier snacks, including fruits and vegetables, more accessible for families.”
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