New research from Tesco has revealed a striking gap in children’s nutrition, with just one in ten UK children eating their recommended five portions of fruit and vegetables on a typical school day.
The findings highlight a wider challenge across the UK, where more than a third of parents (37.5%) say their child refuses fruit and vegetables altogether.
But the research also shows there are clear solutions—particularly when food is made fun, interactive and child-led.
What Helps Children Eat More Fruit and Veg?
Tesco’s study reveals that nearly three-quarters of parents and carers (73%) say their children are more likely to eat fruit and vegetables when they can choose them themselves. The same proportion say that making food fun or visually creative significantly increases willingness to try healthier options.
This insight is shaping Tesco’s growing commitment to improving children’s diets across the UK.
Tesco Doubles School Programme to Reach Over 1,000 Schools
In response, Tesco is doubling its Free Fruit & Veg for Schools programme from September, expanding participation from 500 to over 1,000 schools, with plans to double again the following year.
Early results suggest the programme is already making a measurable difference, with 94% of teachers reporting improved behaviour among participating pupils.
Children involved in the initiative have also sampled more than 100 different varieties of fruit and vegetables, helping to broaden tastes and encourage healthier habits from an early age.
Why Early Food Habits Matter
The research also shows how early food experiences can shape long-term dietary choices. Children tend to stick to familiar foods, with fruit appearing far more often in diets than vegetables.
More than two-thirds of parents (68%) admitted they have stopped buying or serving certain fruit or vegetables after repeated rejection from their children—highlighting how quickly food preferences can narrow at home.
Programmes like Tesco’s school initiative aim to reverse this trend by encouraging repeated exposure to a wider range of produce in a supportive environment.
For more insight into children’s nutrition and healthy eating guidance, visit the British Nutrition Foundation at British Nutrition Foundation.
Launch of the Giant Fruit & Veg Challenge
To celebrate the expansion of its school programme, Tesco is launching the Giant Fruit & Veg Challenge, a nationwide competition inviting children to create their own fruit- and vegetable-packed dishes.
The winning recipe will be featured on school menus across the UK.
The challenge is supported and judged by former JLS star turned farmer JB Gill, alongside his son Ace and a panel of nutrition and food experts.
Tesco’s Wider Commitment to Healthy Eating
Alongside the school programme, Tesco is also expanding its Fruit & Veg Grants and Free Fruit for Kids in stores. The retailer says it aims to help one million children across the UK access more nutritious food.
Customers are also able to support the initiative, with Tesco donating every time fruit and vegetables are purchased in-store until 24th May.
Learn more about Tesco’s wider sustainability and community work at Tesco Official Website.
What Tesco Says
Ken Murphy, CEO of Tesco, said:
“Every day, too many children across the UK are missing out on the fruit and veg they need to thrive at school. That’s why we’ve set out an ambition to help one million children access free fruit and veg through our school and community programmes. Schools have told us what a positive impact the Tesco Free Fruit & Veg for Schools programme has made, so we’re delighted to be able to double the number of schools receiving support from September.”
Expert View on Childhood Nutrition
Elaine Hindal, Chief Executive of the British Nutrition Foundation, added:
“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 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 make a lasting difference to diet and health now and in the future.”
Enter the Giant Fruit & Veg Challenge
Schools and families can find out more and enter the competition here: Giant Fruit & Veg Challenge
