Celebrities Give Veg the Wow Factor, say Parents

LONDON -

- Parents Believe ‘Celebrity’ Role Models Have Greatest Influence on Children When it Comes to Eating Their Greens

Every parent knows that getting children to eat vegetables can sometimes be challenging; however, new research suggests parents today are more relaxed with their children when it comes to insisting how they eat their greens.

With 65%* of UK kids turning up their noses at vegetables because of their taste, texture or smell, parents today have admitted to employing a wide range of tactics to encourage them to eat up. These days, less than one in five (18%) parents insist that their child stays at the table until they have finished their plate, says a new survey from the makers of Dairylea Dunk Pots.

Today’s parental attitude of encouragement is in stark contrast to their own childhood experiences, as less than one in six (16%) were given the choice when it came to eating the greens on their plate. Nowadays, more than double the number (36%) admit that if their kids do not want to eat their vegetables, they will not insist.

Nearly three-quarters of parents (73.8%) believe celebrity role models, cartoon characters and sportspeople such as Hannah Montana, Wolverine or Wayne Rooney have the greatest influence on their children when it comes to eating veg.

Over a fifth of parents (22.7%) have even resorted to giving vegetables an image make-over transforming broccoli into ‘miniature trees’ or carrots into ‘orange chips’ or ‘light sabres’ to encourage consumption.

Another technique is simply to allow children to choose what veg they want and how they want to eat it. Nearly three quarters (73%) encourage their kids to add their own ’spin’ to veggies by adding a sauce, or dunking them in a child-friendly dip such as soft cheese. Even amongst older children (9-12 year olds), nearly half (48.9%) are encouraged to eat their veggies dipped, dunked or smothered in something else. Parents also recognise that boys eat veg less often than girls and are more willing to allow their sons this option.

Financial incentives such as extra pocket money or extra minutes watching TV don’t wash with today’s children, as just 18% of parents say they use these techniques to try and encourage the eating of more greens.

“A child’s dislike of vegetables is often emotional, not rational,” says parenting coach Judy Reith, “so the more creative or enthusiastic parents can be with the food on the plate the more responsive the child.”

“By associating vegetables with positive aspects of a child’s life - whether that is celebrity or sports role models or even other foods - parents will find that children are more likely to have an open attitude to experiencing new things, including vegetables,” continues Judy Reith.

Some veg are more accepted than others as, according to the survey, baby sweet corn and carrots/carrot batons are two of the heroes, whilst celery is given the cold shoulder as the least accepted in the vegetable league table.

Dr Rana Conway, independent nutritionist, says: “It is good to see parents turning away from the ’stay until you clear your plate’ tactic, as this is never going to make kids love vegetables.”

She continues: “We know most kids don’t get their five-a-day, but the best way to get them eating more vegetables is to have family meals. You can also get them involved in growing vegetables, choosing them in the shops, or planning a meal and helping to cook.”

The makers of Dairylea have launched new Dairylea Dunk Pots as a great way for parents to encourage children to increase their vegetable intake.

Made with cheese and milk, with no artificial colours, flavours or preservatives added, Dairylea Dunk Pots are priced at GBP1.35 RRP(4×31.5g) and available nationwide in major supermarkets from 14 September 2009.

* All statistics are taken from the research carried out online by Opinion Matters for the makers of Dairylea Dunk Pots between 16 / 07 / 2009 and 27 / 07 / 2009 amongst a nationally representative sample of 1145 UK parents of 5-12 year olds

For further information or to organise an interview with our spokespeople contact Tracey Grannum, Nicole Sordell or Maria de la Peña at Munro & Forster on +44(0)20-7815-3900 or email name.surname@munroforster.com

Source: Dairylea Dunk Pots

For further information or to organise an interview with our spokespeople contact Tracey Grannum, Nicole Sordell or Maria de la Peña at Munro & Forster on +44(0)20-7815-3900 or email name.surname at munroforster.com