One-third of primary school kids in Britain are overweight or obese. There are all sorts of different things that should or could be done, but here’s a really simple one that’ll have a massive impact – convincing kids to eat more veg.

But there’s a problem… many British kids don’t really like veg. In fact, 80% don’t eat enough and 50% of parents say they have given up trying to get their kids to eat 5-a-day.


Our kids are bombarded by advertising all day, but only 1.2% of the food and drink advertising on TV is for veg. No wonder so few are eating enough! It all started with an advertising competition which simply asked – how can we use advertising to inspire kids to eat more veg? iFour’s winning “Veg Power” poster led to the founding of Veg Power CIC, a not-for-profit.


Veg Power is on a ten-year mission to turn around vegetable consumption in the UK. The mission: to get every kid in the UK eating one more portion of veg each day. Find out more on how you can get involved in our mission:

Support Veg Power


Veg Power is incredible alliance united by a common goal. Organisations and individuals all over the UK generously provide funding, free media, goods and services as well as thousands joining in online and in their schools and communities.

Meet the Team

Our Campaigns

The original Veg Power poster campaign was followed by a successful crowdfund, a book full of expert tips and recipes, and in 2019 we joined forces with ITV and creative agency adam&eveDDB to launch Eat Them to Defeat Them, a veg-focused advert that challenged the norms and played into kids’ narrative around veg.

Our Campaigns
About - VegPower