Tesco is set to double the size of its Free Fruit & Veg for Schools programme after new research revealed that just one in 10 UK children eat their recommended five portions of fruit and vegetables during a typical school day.
The supermarket giant announced that more than 1,000 schools across the UK will join the initiative from September, up from the current 500, as part of a wider ambition to help one million children access free fruit and vegetables through its school and community programmes by 2029.
The expansion comes amid growing concerns around children’s nutrition and healthy eating habits. Tesco’s latest research found that over a third of parents say their child regularly refuses to eat fruit and vegetables, with many families giving up on certain foods altogether after repeated rejection.
However, the findings also revealed that children are far more likely to try healthy foods when the experience feels fun or interactive. Nearly three-quarters of parents said allowing children to choose their own fruit and vegetables encouraged them to eat more, while creative presentation also helped boost interest at mealtimes.
To coincide with the programme’s expansion, Tesco has launched a new nationwide initiative called the Giant Fruit & Veg Challenge, inviting children to create their own fruit and vegetable-packed recipes. The winning dish will be added to school menus in more than 1,500 schools across the country. The competition is being supported by farmer and TV personality JB Gill alongside nutrition experts.
Teachers involved in the scheme have already reported positive results, with many noticing improvements in classroom behaviour and engagement among pupils taking part. Tesco says children enrolled in the programme have collectively tried more than 100 different types of fruit and vegetables, helping to broaden their tastes and encourage healthier eating habits from a young age.
Elaine Hindal, Chief Executive of the British Nutrition Foundation, said: “A significant number of children in the UK are growing up with diets that don’t support their health. Early food experiences matter, as they can help to shape children’s confidence, habits and long‑term health outcomes. By helping children enjoy and regularly eat fruit and vegetables from a young age, programmes like Tesco Free Fruit & Veg for Schools can help to make a lasting difference to diet and health now and in the future.”
With childhood nutrition remaining a growing focus for families, schools and health experts alike, Tesco’s expanded scheme aims to make healthy food more accessible while helping children build positive eating habits that could last well beyond the classroom.
For more information and to enter the Giant Fruit and Veg Challenge, visit www.tescopls.com/fruitandvegchallenge
