More children in Swindon are set to get access to fresh produce in school, as Tesco expands its Free Fruit & Veg for Schools programme.
The move follows new research suggesting many children are still falling short of their recommended “five-a-day”, with parents pointing to familiar sticking points — from fussy eating to reluctance to try anything new.
According to the survey, 71 per cent of parents and carers say their child is more likely to eat fruit and vegetables when given the chance to choose them, while 80 per cent believe making food fun or visually appealing helps encourage better habits.
From September, Tesco plans to double the number of schools taking part in the scheme, with ambitions to expand it further the following year. The programme provides free fruit and vegetables to pupils, aiming to improve both diet and engagement with healthier food.
Early signs suggest it is having an impact. Teachers involved in the scheme report noticeable changes, with 94 per cent saying pupil behaviour has improved among those taking part.
The research also highlights a common pattern at home. More than seven in ten parents say they have stopped buying certain fruit or vegetables after repeated refusals, reinforcing limited diets. By contrast, children in the school programme have tried more than 100 different varieties — a sign that exposure can shift preferences over time.
To build on that momentum, Tesco has also launched the Giant Fruit & Veg Challenge, inviting children to come up with their own healthy recipes. The winning dish will feature on menus across the UK and within the programme itself.
The competition is being judged by JB Gill, alongside his son and a panel of nutrition experts.
Tesco says the wider aim is to help a million children access free fruit and vegetables through its school and community initiatives, alongside in-store schemes and local grants.
Ken Murphy, the company’s chief executive, said the expansion reflects the programme’s early success.
“Schools have told us what a positive impact it has already made, so we’re delighted to be able to double the number of schools receiving support,” he said.
The importance of early habits is echoed by British Nutrition Foundation, which warns that many children are growing up without diets that properly support their health.
Its chief executive, Elaine Hindal, said helping children build confidence with food at a young age could have long-term benefits.
In Swindon, the expansion means more classrooms — and more lunchboxes — may soon look a little more colourful.
