Ellla’s Kitchen has announced its support of VEG POWER, a new marketing fund aimed at increasing vegetable consumption among children that is backed by celebrity chefs such as Jamie Oliver and Hugh Fearnley-Whittingstall.
The VEG POWER campaign, which has already attracted substantial support from food brands and supermarkets including Sainsbury’s, Birds Eye and Tesco, will use leading voices in the advertising industry to create impactful, innovative digital campaigns aimed at children. As well as celebrity chefs, the campaign is supported by medical experts, food producers and teachers and aims to transform children’s attitudes to vegetables.
The endorsement of the VEG POWER FUND from Ella’s Kitchen is testament to the brand’s mission to improve children’s lives through developing healthy relationships with food and their ongoing commitment to raising awareness of the importance of vegetables in weaning. In 2016, Ella’s Kitchen launched Veg for Victory, a multichannel campaign which called on Public Health England to enhance current weaning guidelines to promote vegetables throughout the weaning journey. This year the brand launched their Little Veg Lover campaign which provides parents with the tools and information to help inspire them on how to introduce children to vegetables.
A scientific review by the British Nutrition Foundation, commissioned by Ella’s Kitchen as part of the Veg for Victory campaign, identified that the weaning period (typically around 6-12months) provides a unique window of opportunity in which to influence infants’ food preferences, and that introducing a variety of vegetables frequently during this period can increase vegetable acceptance throughout childhood and possibly beyond2.
With one in five British school children classified as being overweight by the time they reach primary school, Ella’s Kitchen believes more attention must focus on the eating habits of the under-fives, as this is a key period in which relationships with food, both good and bad, are formed.
To get involved in the VEG POWER campaign, members of the public can donate to the VEG POWER FUND and receive rewards, and purchase the EPIC VEG POWER BOOK which includes celebrity recipes and tips on how to get kids eating more veg. The campaign has also launched a video which includes messages of support from Jamie Oliver, Hugh Fearnley-Whittingstall, and Dr Rangan Chatterjee.