Veg Power campaign aims to get Brits to eat more veg at breakfast

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Veg Power, the not-for-profit company behind the Eat Them to Defeat Them campaign, has launched a new initiative called Breakfast in Colour to try to get British consumers to eat more healthy at breakfast time by adding more vegetables to their plates.

Only about a third of adults across the UK are reaching five-per-day targets, according to a National Diet and Nutrition Survey done recently by You Gov., and the vast majority of them do not include fresh veg as part of their early meals.

“Breakfast is a meal occasion for many in which veg simply just don’t feature,” “Dan Parker, CEO of Veg Power, said. “By sharing simple ideas and options to add veg to this meal, we hope the British public will reconsider their breakfast choices and aim for a more colourful and nutritious meal with veg added. Let’s get the message out there that five a day can start at breakfast.”

A little less than half of British consumers said they purposely don’t include veg in their breakfasts, but 33% also admit they tend to eat the same things every morning. They are missing out on key nutrients that can jumpstart their days.

“Breakfast provides an opportunity to fuel and nourish our bodies,” Rebecca Stevens, Registered Nutritionist, Veg Power said. “However, we can be creatures of habit and time poor in the mornings, resulting in breakfasts being a fairly repetitive affair. By adding some veg, you can cover off some of your five-a-day and nutritional needs particularly fibre, vitamins and minerals.”


To help push consumers to think about adding veg to their breakfasts, Veg Power is releasing several videos on social media with ideas on food preparation as well as examples of colourful dishes. Featured hosts and guests on those videos will include: Hugh Fearnley-Whittingstall; family food expert and author, Emily Leary (@amummytoo); Triplets in My Kitchen (@triplets_in_my_kitchen); Plant-based and Sustainable Chef, Bettina Campolucci Bordi (@bettinas_kitchen) and Registered Nutritionists, Zoe Griffiths (@zg_nutrition) and Charlotte Radcliffe (@the_nutrition_consultant).

Veg Power also says it plans to offer more tools and tips to help increase veg consumption throughout the summer on its social media channels.

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