Attack the Snack: New Campaign Aims to Get Kids Munching More Fruit and Veg

Veg Power, a UK-based non-profit organisation focused on promoting healthier eating, has launched a national campaign titled Attack the Snack, designed to encourage children to choose more fruit and vegetable-based snacks.

The campaign aims to support parents in introducing more nutritionally balanced snack options and is backed by a team of health and child development experts.

Snacking is a widespread practice among UK children, who reportedly consume an average of three unhealthy snacks or sugary drinks per day. Research from Action on Salt and Sugar found that 77% of crisps and 88% of popcorn products would be classified as "less healthy" under current government guidelines. With early childhood seen as a critical period for establishing long-term dietary habits, the campaign seeks to make fresh options such as apples, carrots, salad wraps, and berries more common in children's snack routines.

The initiative is structured in two phases. Phase one, Summer Snacks, runs through July and August, focusing on practical snack ideas for travel, outdoor activities, and informal settings such as picnics and day trips. Phase two, After School Snack Moments, scheduled for September and October, will address snacking around school-related routines like playdates, sports, and homework time.

A variety of snack themes will be introduced, including balanced snack platters and simple dips, along with ideas for using British-grown apples and pears.

The campaign is supported by contributions from chefs, nutritionists, and social media figures to reach a wide audience through digital platforms. Educational materials and activities will also be distributed to primary and special schools. These include lesson plans, digital flyers, and activity sheets promoting healthy snack habits, complementing the British Nutrition Foundation's Snack-tember campaign.

Charlotte Stirling-Reed (RNutr), a child nutritionist involved in the campaign, noted that snacks play an important role in helping young children meet their daily energy and nutrient needs. However, she also acknowledged the confusion caused by conflicting messaging and product availability, which often leaves parents unsure of what constitutes a healthy snack.

Dan Parker, CEO of Veg Power, highlighted the need to reduce reliance on packaged snack products, stating that while convenience plays a role, there is a need to broaden snack choices to include a wider variety of fruit and vegetables.

The campaign is supported by several industry groups, including G's Fresh, the Cucumber and Pepper Growers Association, British Apples and Pears, and British Berry Growers, to reach more families and improve access to healthier food options.