Healthy made simple
Veg Power is a not-for-profit alliance dedicated to improving children’s diets by making healthy, sustainable eating more desirable. Through collaboration, creative communications, and real-world insight Veg Power inspires children with a lifelong love for vegetables, fruit and beans and empowers families to make healthy eating simple.
Our Campaigns
How can we get children eating more veg?
Our Eat Them to Defeat Them programme moves away from traditional five-a-day messaging to a concept designed for children – one they find fun and engaging.
Over 2 million different children have participated in this multi-award winning programme in primary and special schools with 86% of parents saying it made their children eat more veg.
How can we make beans a staple of the nation’s diet?
Bang in Some Beans is a national movement on a mission to put beans & pulses at the heart of the British diet.
Since the launch in November 2025 the campaign has reached millions on social media and press, secured pledges from over 40 food businesses, and inspired thousands of children in school to bang in those beans.
How can we teach children where their food comes from?
Growing vegetables encourages children to try the food they produce, fosters understanding of the food chain and sustainability, and encourages hands-on curriculum-based learning.
Over 100,000 children have experienced the magic of growing their own food with our curriculum supporting Growing to Love programme featuring Shaun the Sheep.
How can we support parents & carers?
Our website for families brings together an alliance of the top nutritionists and chefs with psychologists and children’s entertainers to combine their skills to improve UK families’ diets.
The content offers a unique and holistic approach that moves beyond traditional public health nutrition education to helping parents with the real challenges they face every day – whilst making it fun for kids.
How can we channel all the energy around fibre?
Everyone is talking about fibre, yet 96% of people don’t eat enough. Our Fuelled Up with Fibre campaign leverages that trend to increase bean, pulse, veg and fruit consumption?
It brings together a coalition of media partners and social influencers with a primary and special school programme, a national community project as well support from our corporate Keen Bean pledgers.
How can we support people to eat well on a budget?
Most people are worried by food prices. Over 2.2m children live in food insecure household, 55% of them cut back on veg.
Our free Eat Well for Less resources help community projects, schools, nurseries and local authorities to support their community with savvy food shopping tips, expert advice, budget-friendly recipes and more, so that everyone can eat well for less.
How can we increase fruit and veg consumption at breakfast?
We believe that breakfasts present a strong opportunity for growth for fruit, veg, and beans consumption. After all, it is one of three main meals per day and has come to be dominated by packaged goods and refined carbohydrates.
Our Breakfast in Colour social media campaign reaches millions through the support of our social media ambassadors.
How we encourage people to eat more seasonal produce?
Domestically produced in-season fruit and vegetables are generally tastier and fresher. Eating with the seasons is almost universally kinder to the environment and, of course, supports UK farming and our rural communities.
We believe that if we encourage people to eat with the seasons, they will enjoy a greater variety and, in turn a great volume of fruit & veg. #SeasonalVeg is an ongoing series of campaigns supporting the incredible range of domestically produced produce.
How can we improve the nutritional quality of packed-lunches?
We would always prefer children to have a school lunch which complies with the nutritional standards. However, it’s not always that easy particularly for children who are neurodiverse or more cautious with their food. Our research shows that 62% of children have a packed lunch at least once per week.
So we have created a free Love Your Lunchbox resource featuring Shaun the Sheep for schools to support parents and carers to succeed with healthier lunchboxes.
How can we make snack time healthier?
Kids love snacks, who doesn’t? And they can be a really helpful way to provide extra energy for active minds and growing bodies. The problem is that most shop bought snacks are high in fat, sugar and salt (and lack fibre and micronutrients that support our health).
Our Attack the Snack campaign and resources help schools and parents to make fruit and veg the easy, everyday snack choice for children
Our Partners
Important update in use of childrens images
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