Veg Power Expands Remit to Include Fruit

Partnership with British Apples & Pears to support Veg Power’s mission to get more children eating fruit & veg snacks more often.

Veg Power, the not-for-profit alliance dedicated to improving children’s diets by making healthy, sustainable eating easier, announced that it has expanded its mission to include fruit for the first time as part of its ‘Attack the Snack campaign’. Through a new partnership with British Apples & Pears Limited (BAPL) the campaign highlights the benefits of these seasonal fruits as the ultimate grab-and-go snack – affordable, widely available, naturally sweet and packed with fibre and essential micronutrients.

How Veg Power Improves Children’s Diets

Veg Power, best known for its highly effective campaigns to increase vegetable consumption like Eat Them to Defeat Them and Growing to Love has taken its first steps into fruit with this new campaign designed to tackle the issue of unhealthy snacking habits. Research shows that children in the UK eat an average of three unhealthy snacks and sugary drinks a day, contributing to excessive sugar, salt and saturated fat consumption.¹ This combined with parents reporting that they need more support with this challenge, led to the creation of Attack the Snack which encourages children to take a more balanced approach to snacking, and increase the amount of fruit and vegetables they enjoy between meals.

The new partnership with British Apples & Pears Ltd will deliver fresh content for parents, families and schools with strategies for simple ‘steps to better’ without stress. The focus is on practical, balanced ideas that champion healthy snacking.

Attack the Snack

Since its launch in July, Attack the Snack has highlighted a variety of fresh produce snack ideas through creative partnerships – from berry-inspired homemade ice lollies in August, to colourful dips and platters with peppers, cucumbers and healthy wraps (with the collective support of British Berry Growers Ltd, G’s and the Cucumber and Pepper Growers Association).

The autumn spotlight on apples and pears marks the final phase of this year’s Attack the Snack campaign, bringing together seasonal crops under a unifying theme that resonates with families. This phase will launch on 7 October with a social media campaign, supported by resources for parents and schools, with fun activities designed for children aged 4 – 7. The collaborative approach – aligning growers, ambassadors, and expert voices – has proven highly effective in amplifying reach and impact. Building on this success, Veg Power will carry this model forward into next year, embedding collaborative, cross-sector partnerships as a core part of its strategy to encourage children to eat more fruit, vegetables and beans more often.

Commenting on this new addition to its mission and the partnership, Dan Parker, Chief Executive of Veg Power, said:

“Eight years ago Veg Power was started to improve the dietary health of children in the UK by increasing their vegetable consumption. We are seeing real progress and it feels like the right time to bring our skills, experience and expertise to a broader mission that includes fruit and beans. A key part of this is the power of collaboration, bringing together different fresh produce under engaging themes that capture the imagination of parents, families and schools, and inspire them to act. Our work with British Apples & Pears Limited on Attack the Snack is a great example of how this approach can deliver real impact.”

Ali Capper, Chairman of British Apples and Pears Ltd, said:

“There is a reason why we all know the saying “an apple a day” – apples and pears are a very healthy choice for a snack or as part of a lunchbox at school. They are full of fibre, naturally hydrating, and a great source of antioxidants, vitamins and nutrition. Apples and pears are super affordable, and you can take them anywhere – they are one of the most convenient snacks. British Apples and Pears Ltd are very pleased to be able to support the Veg Power Attack the Snack initiative.”