Veg Power has launched a major national campaign aimed at shifting snacking habits among children. The new initiative, titled “Attack the Snack”, is a collaboration between Veg Power, ITV, Channel 4, and Sky Media, targeting children aged 6–11 with a clear message: swap ultra-processed snack foods for fresh vegetables.
With UK families consuming more snacks than ever — 11 billion packets of crisps annually and a fifth of children eating no veg on a daily basis — the campaign aims to reposition vegetables as fun, accessible, and snack-worthy. Short, energetic adverts and a national PR push will reach millions of households, with supporting material distributed to over 8,000 primary schools.
The campaign aims to increase public awareness — it’s a timely opportunity to engage retailers, schools and foodservice providers in sourcing, packaging and promoting fresh veg snacks. With increasing demand for child-friendly produce options the campaign aligns well with wider market trends favouring healthy, local, and low-prep options and is supported by key players such as British Growers Association.
