Birds Eye has partnered with We are Futures, the agency behind the National Schools Partnership, to launch a new campaign that promotes healthy eating among children.

Teachers of Key Stage 2 (children aged 7-11) will have access to a fun and creative three-lesson plan, entitled ‘Veg Power!’, that spans multiple curriculum-based subjects, with the aim of prompting positive action and encouraging pupils to see eating vegetables in a more positive light.

Aiming to reach at least 50,000 households across the UK, the initiative echoes the national ‘Eat Them to Defeat Them’ campaign led by VegPower and ITV, and which Birds Eye is the branded supporter of, to help spread the message about healthy eating to children.

All UK schools can participate in the programme by signing up to the National Schools Partnership website, with teaching packs available now for an indefinite period. Packs also include materials to help inform parents of the initiative, as well as a week-long food diary to help children recognise how much veg, and what type of veg, they and their classmates, currently eat.

Participating schools will also have the chance to win a veg planter and gardening kit for their school, with the ‘Veg Power Challenge!’ competition forming the design and technology element of the programme.

Steve Challouma, marketing director at Birds Eye, said: “We are very proud of our collaboration with The National Schools Partnership and the teaching resources that we have produced together. With Birds Eye’s long heritage of growing vegetable goodness for the nation’s plates, and The National Schools Partnership’s expertise of engaging with young people, we have devised a valuable, multi-topic programme that will help teachers educate the next generation about the importance of healthy eating.”