Tesco’s new challenge could see one child’s fruit and veg-packed recipe served in more than 1,500 schools.
Only one in 10 children are eating their recommended five-a-day during the school week, according to new Tesco research — so the supermarket is hoping to make healthy eating more fun with a new nationwide cooking challenge for kids.
Ahead of the half term holidays, Tesco has launched the Giant Fruit & Veg Challenge, inviting children across the UK to invent their own fruit and veg-packed school meal-inspired dish. The winning recipe will then be served in more than 1,500 school canteens nationwide for one day. The initiative comes as many parents continue to struggle with picky eating at home, with more than a third of parents surveyed saying their child refuses fruit and vegetables altogether.
The research, carried out by Censuswide on behalf of Tesco, found that 73% of parents say their child is more likely to eat fruit and vegetables when they can choose them independently. A further 73% said making food visually fun and creative helps encourage children to try healthier foods. The findings echo what many parents already know — that children are often far more willing to try foods when they feel involved in choosing or preparing them.
Tesco says the new challenge is designed to tap into children's creativity, while helping them build confidence around healthier eating habits. The competition is being judged by JLS-star-turned-farmer JB Gill and his son Ace, alongside a panel of nutrition and food experts. The chance to have their recipe served in school canteens across the UKA personalised junior chef kit including an apron and cookbookChildren can submit a written recipe, drawing, or both, alongside an optional photo of their dish.
Alongside the competition, Tesco has also announced it is doubling the size of its Free Fruit & Veg for Schools programme from September, increasing participation from 500 to more than 1,000 schools. The supermarket says it hopes to double the programme again the following year as part of its wider ambition to help one million school children across the UK access free fruit and vegetables by 2029.
Since launching in 2024, the scheme has already reached more than 188,000 children, with pupils consuming more than 15 million portions of fruit and vegetables in its first year. Teachers involved in the programme have also reported wider benefits beyond nutrition, with 94% saying they noticed improved behaviour among pupils taking part. Ken Murphy, Tesco Group CEO, 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, supporting the development of healthy habits that we hope will stay with them through life. ” Every day, too many children across the UK are missing out on the fruit and veg they need to thrive at school.
Elaine Hindal, Chief Executive of the British Nutrition Foundation, said programmes that introduce children to a wider range of foods can have a lasting impact. She said: “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 to shape children’s confidence, habits and long-term health outcomes.
” The research also found that many families stop buying certain fruit and vegetables altogether after repeated refusals from children, with 68% of parents saying they had removed foods from their shopping list because their child would not eat them. Tesco says children involved in its school programme have already tried more than 100 different varieties of fruit and vegetables, helping broaden tastes and encourage healthier choices over time.
Parents and guardians can enter online by uploading their child’s recipe idea, drawing, or finished dish photo. The competition closes soon, with full terms and conditions available on the Tesco website.
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