New evaluation data from the Eat Them to Defeat Them campaign indicates a clear increase in vegetable consumption among participating children across the UK. The initiative, coordinated by Veg Power, aims to encourage children to eat more vegetables through classroom and home-based activities.
Now in its seventh year, the campaign has reached 1.8 million children in 5,800 schools. In 2025, 420,000 pupils from 1,500 primary and special schools took part. The programme takes a child-focused approach that encourages participation through fun activities rather than traditional public health messaging.
According to Veg Power, around 80% of children in the UK still eat less than the recommended amount of vegetables, with one-third consuming under a portion a day. Poor dietary habits established in childhood can persist into adulthood, contributing to higher healthcare costs and lower productivity.
The latest evaluation, based on surveys of 3,000 parents and children, found that children who had participated in Eat Them to Defeat Them multiple times ate 3.5 handfuls of vegetables per day on average, compared with 2.2 handfuls among those who had never taken part. This represents a 60% increase in vegetable intake among participating children.
The data also showed that 82% of parents observed an increase in their child's vegetable consumption, while 62% said they themselves ate more vegetables as a result of changes in family eating habits. Sixty percent of parents reported a lasting improvement in their child's diet. The campaign was also well received, with 93% of parents, 89% of children, and 94% of schools expressing interest in taking part again.
An additional review involving 150 schools found that 90% of schools reported pupils eating more vegetables at lunch, while 78% saw a reduction in food waste as more children finished their meals. Forty-five percent of schools also reported an increase in the number of pupils choosing school lunches.
Veg Power Chief Executive Dan Parker said the findings confirm the link between repeated participation and sustained dietary improvement. "We have seen year on year that Eat Them to Defeat Them is having a much-needed positive impact on kids' veg consumption and that repeated participation leads to long-term improvements in dietary habits," he said.
The next edition of Eat Them to Defeat Them will return to schools in March 2026, following the February half-term. Schools will be able to choose between running the programme for a single week or spreading activities over the half-term period.
Teachers at participating schools described the programme as engaging for pupils and easy to implement, noting that it encouraged more children to try and taste new vegetables.
For more information:
Rebecca Stevens
Vegpower
Email: r[email protected]
www.vegpower.org.uk
