Parents have revealed the tricks they use to get their children to eat a healthy diet, which include giving food silly names, grating vegetables into dishes and letting them eat in front of the TV.
A study of 2,000 parents with children, aged between two and six, found 82 per cent consider their kids to be "fussy eaters".
More than half (59 per cent) of those fussy diners will complain they don’t like something - before they have even tried it.
As a result, seven in 10 parents have to resort to trickery in the kitchen or make mealtime choices and food selection a little more inclusive.
Top of the inclusion list is letting children choose their own fruit and veg in the supermarket (37 per cent).
Other tactics include giving children the opportunity to choose the family meals each week (33 per cent), eat with their fingers rather than a knife and fork (33 per cent) and only allow pudding if they’ve eaten all of their fruit and vegetables (29 per cent).
But some of the more creative tricks included chopping fruit into breakfast cereal and sprinkling grated cheese onto a dish to hide the "healthy" food.
It seems to be working though as eight in 10 felt the tactics are generally successful.
"For many parents, getting your children to eat nutritious foods, such as fruit and veg and foods that are a source of fibre, can prove immensely tricky – often because young children simply don’t like the taste or prefer something sweeter and more treat-like," said Mark Simester, Managing Director at Soreen, which commissioned the research.
“But this research has shown that parents often need to get creative when it comes to getting kids to eat the right foods. Whilst children can be fussy eaters, it’s important they get the nutrients they need from fruit and vegetables and there are options available out there, that are still tasty and convenient, to help them to do this.”
The study also found that children are most likely to be fussy when it comes to vegetables (62 per cent), along with meat (37 per cent), fish (36 per cent) and fruit (23 per cent).
But the average parent faces three mealtimes a week where their children will refuse to eat the food on their plate, while vegetables will be left untouched four times a week.
More than half of parents said their children dislike Brussels sprouts (52 per cent), with avocados (48 per cent), mushrooms (48 per cent), beetroot (45 per cent) and cabbages (41 per cent) also on the "hate" list.
Instead, given the choice, three in 10 parents said their kids would happily eat chips with either sausages, fish or nuggets.
And just over a quarter (26 per cent) admit they would prefer a bowl of pasta to eat at dinner.
As a result, six in 10 parents must be clever with mealtimes to ensure their children eat everything on their plates, with seven in 10 buying the same fruit and vegetables all the time once they find something their youngster likes.
Six in 10 parents turn to mealtime tricks as they want to make sure their kids are getting the right nutrients, while five in 10 do it to educate their children about the importance of eating a balanced diet.
But three in 10 admitted it simply makes life a lot easier.
It also emerged eight in 10 parents said their children have a sweet tooth with 59 per cent using the incentive of a sugary treat to get them to eat something healthy first.
Three in 10 of those polled admitted to bribing their children with sugary snacks to get them to eat all their fruit and vegetables on the plate while just two in 10 do so to get their kids to work hard at school.
“We know all too well that children would prefer to reach for a sweet treat, whilst parents are faced with the constant battle of providing a balanced diet for their children," said Liz Jacobs, Head of Marketing at Soreen. However, there are foods and snacks out there that can deliver on health, nutrition and taste - a win for parents and for children.
“Soreen’s new Fruit & Veg-Mmms - Berry & Beetroot and Orange & Rainbow Carrot bakes- are high in fruit and veg, giving parents the peace of mind that their children are eating a healthier snack that they will also enjoy.
“In fact our research highlighted that 45 per cent of parents stated that their children dislike beetroot, yet they wouldn’t even know beetroot was in our Berry & Beetroot bakes, as kids love the fruity taste.
“These bakes allow parents to easily provide their children with an on-the-go snack option that is packed full of fruit and veg goodness, is under 100 calories and doesn’t compromise on taste.
“Essentially, they are loved by kids and approved by parents.”
For the eighth consecutive year, world renowned chocolate producer, Lindt & Sprüngli is proudly supporting the NSPCC to raise vital funds for Childline. From 1 December, every Lindt TEDDY Milk (100g) purchased from Lindt chocolate shops, major grocery channels, retailers and from Lindt's website, Lindt will donate £1.00. With a target of £100,000, Lindt’s donation will help ensure Childline can continue its critical work this Christmas.
Whether you’re gifting a loved one or treating yourself, enjoy the magic of Christmas with Lindt TEDDY whilst supporting this worthy cause. Crafted by the Master Chocolatiers using their finest Milk chocolate, each Lindt TEDDY is delicately dressed in gold foil, hand-tied with a red ribbon and a heart charm. Cherished worldwide, it’s a beloved festive treat for all the family.
Passionate about supporting the NSPCC, Lindt has raised over £700,000 to date with this heart-warming partnership, which has supported children and young people for over 35 years.
Childline gives every child access to free, confidential support whenever they need it. Childline is available 24 hours a day, seven days a week, online at childline.org.uk and by phone on 0800 1111.
Dairy, in particular cheese, is an everyday essential which offers consumers taste, nutrition, versatility, convenience, and good value. Despite this, the ongoing cost-of-living crisis, inflation and Brexit have unsurprisingly impacted how frequently consumers are buying cheese, but volume sales of branded cheese are now returning to growth at 1.9 per cent year on year (YOY) ahead of private label at 0.4 per cent. Branded cheese accounts for 40 per cent of total cheese value sales, with it being worth a total of £1.2 billion, growing 6.6 per cent in value sales YOY, while private label accounts for 60 per cent and is worth £1.8 billion, growing four per cent YOY.
Heloise Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland explains: “After two years of contracted volume sales the cheese category has an opportunity to regain momentum. Looking ahead to 2025 and beyond, these are the cheese trends we think retailers should be aware of.”
Premiumisation driving growth: Even though grocery prices are increasing, and consumers have been choosing to buy fewer units of cheese, premiumisation still has the potential to drive market growth. This is likely to come from a combination of new and old consumer habits – exploring new ways of enjoying cheese, like enjoying hot and using it in different recipes, and rediscovering varieties they previously enjoyed. With cheese being a household staple, it’s important that the industry and retailers continue to adapt, expand, and innovate their offering in the coming months, to cater to changing consumer demands as shoppers get back into cheese.
Cheese as a source of protein: There is a growing interest in how what we eat and drink affects our bodies – with more than half of consumers reading product labels more than last year. Therefore, one trend to look out for is consumers seeking out cheese for its nutritional benefits. For example, cheese is packed full of essential dairy nutrients, such as protein, with it providing 15 per cent of our daily requirement. Unlike some plant-based proteins, cheese contains all of the nine essential amino acids (the building blocks of protein) that our bodies need. Protein is vital for many different functions in the body including building and maintaining muscle and supporting healthy bones, but also for helping to make other body tissues and organs, the antibodies in our immune system and haemoglobin, an important protein that carries oxygen in our blood (British Nutrition Foundation 2023).
Growth in hot eating cheese: Hot eating is currently one of the highest grossing cheese categories, offering quick and tasty hot meal-time solutions, and another area where retailers can encourage premiumisation. Président Extra Creamy Brie, which launched in March 2024, can be enjoyed both hot and cold, but with special melting properties and extra depth, the cheese is best enjoyed hot. Its launch follows consumer research, which found that brie shoppers are willing to pay extra for brie made in France (49 per cent) and extra creamy brie (48 per cent).
Cheese as a meat alternative: Cheese is a major recipe ingredient in many popular meat-free dishes, while hot eating cheese products provide consumers with a tasty vegetarian meat replacement they can enjoy at any time – while also appealing to consumers trying to reduce their meat intake, as an alternative to meat protein.
Greater personalisation: New consumers coming into the market are likely to seek ways to express their individuality and personalise how they use cheese, based on imagination and personal preferences. As these shoppers recognise the recipe potential for cheese and the varieties that are available, we can expect greater creativity in its use in planned dishes and making use of leftover cheese. In addition to the growing range of recipes available online, TikTok and other social media will increasingly impact people’s cheese tastes and usage. With the demand for affordable indulgence driving the category, we can expect a blurring of the distinction between speciality, every day, and recipe cheese, and cheese lovers ‘mixing it up’ with treats like brie on toast. While it’s unlikely British consumers will forsake cheddar as the nation’s favourite cheese, they will increasingly want to widen their cheese repertoire, and products like Lactalis’s Leerdammer slices, the number #1 cheese slices brand in the UK in value sales, will encourage them to think ‘beyond the block.’
Unique and global flavours: Cheese products combined with naturally herbaceous flavours like chive, onion, garlic, truffle and dill are increasing in popularity, and more specific flavours like provolone, Gouda, and cheddar are satisfying consumer demand. The implications for stores and suppliers too are that they should look across the dairy aisle for inspiration for tomorrow’s new products. They should think too about reducing additives and look for new consumer needs around seasonality or flavours. In September 2024, Lactalis UK & Ireland announced the expansion of its Seriously Spreadable range, with the launch of Seriously Spreadable Black Pepper – bringing a new and irresistible flavour offering to the cheese spreads category. Made with a delicious blend of 50 per cent award winning cheddar and a pinch of black pepper to give an extra kick, it is highly versatile and ideal served on crusty bread, crackers and bagels, or served warm on baked potatoes and stirred into pasta.
The following trends are also impacting the UK market at present and are likely to continue doing so going into 2025:
Regionality: Across grocery categories, including cheese, shoppers are seeking out locally sourced products, and we know that product provenance is a key purchase driver for Scottish shoppers with our brands, Orkney, Galloway and Seriously driving category growth in Scotland.
Sustainability: Consumers are increasingly concerned about the environmental impact of their purchases, and expect manufacturers to provide sustainable options, especially plastic-free.
“As these trends and predictions indicate, the next twelve months are set to be an exciting opportunity for everyone involved to seize growing momentum, innovate and grow the UK cheese market,” says Heloise Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland.
“As a leading player here and around the world, we have built our position by monitoring short- and long-term trends – including those evolving on social platforms, developing enticing NPD and anticipating demand across our portfolio, and we look forward to continuing to deliver surprise and delight to our customers across the category and in the chiller aisles.”
In the lead up to Christmas, KP Snacks is driving awareness of its premium crisp brand Tyrrells with a new festive campaign. Running until the end of the year, the campaign features across OOH, social media and print channels to disrupt and engage consumers by tempting them with a taste of Tyrrells indulgence.
The campaign strapline, “Deck the bowls with something Tyrrellbly Tyrrellbly Tasty” features across all print and OOH advertising, spotlighting the excellent taste and quality of Tyrrells crisps, while establishing the brand as the perfect snack for festive occasions. Drawing on the classic Pathé imagery that consumers associate with the Tyrrells brand, the campaign delivers a playful and unique creative, including engaging, tongue-in-cheek videos for social media.
“As a leader in the Premium snacking segment, known for its quality and flavour, our Tyrrells range makes any Christmas occasion feel more special," said Marketing Manager Jane Jones. "Through our new campaign, we are aiming to remind consumers of Tyrrells’ strong credentials, driving sales and penetration by encouraging shoppers to engage with the brand.”
Worth £69.6m, Tyrrells has over 90 Great Taste Awards across the range. Featuring classic and popular flavours including Lightly Salted, Sea Salt & Cider Vinegar and Mature Cheddar & Chive, the Tyrrells range is growing ahead of the Premium Snacking segment +12.9 per cent (vs +6.7 per cent).
Foster’s, Australia’s most iconic brew, has announced an exciting new sponsorship deal with the Professional Darts Corporation (PDC).
The fun kicks off with the World Darts Championship, which begins on December 15 at London’s iconic Alexandra Palace.
This bonza partnership is set to bring even more buzz to one of the fastest-growing sports in the UK, while giving darts fans a real taste of Aussie spirit. The partnership makes Foster’s, part of the HEINEKEN UK portfolio, the official beer partner of the PDC. Putting it front and centre at massive events like the legendary World Darts Championship and the Premier League Darts series.
With both brands built on, passion, camaraderie and unforgettable moments, it’s a match made in heaven. Over the next few years, Foster’s will be making its mark with unmissable event branding, epic fan experiences, and plenty of cold ones to keep the good times rolling, whether fans are at the venue, down the pub, or tuning in from home.
Rajeev Sathyesh, Marketing Director, HEINEKEN UK commented: “We’re thrilled to be partnering with the PDC to bring some of that Aussie spirit to such an iconic sport. Darts is all about sociable, high-energy fun – which is a perfect match for Foster’s. We can’t wait to bring a slice of Aussie good times to darts fans around the world!”
Eddie Hearn, Chairman of the PDC, reckons this is a bullseye partnership too: “This is a cracking partnership for the PDC. Foster’s is a household name that’s all about bringing people together, and that’s exactly what we do with darts. With their support, we’ll be taking the sport to a whole new level and giving fans even more to cheer about. It’s time to raise a glass and get ready for some unmissable action!”
What Fans Can Expect Foster’s will be bringing Aussie vibes to PDC events with pop-up fan experiences giveaways, and plenty of ice-cold lager. From VIP darts experiences to limited-edition merch, fans will have the chance to get their hands on some top prizes whether in store or down the pub.
Whether it’s the Foster’s logo shining bright or a cheeky nod to Australia, fans can expect a little extra flair during their favourite tournaments.
Unilever has announced the launch of a new innovative snacking format, Magnum bonbon, available now in the convenience channel.
The range comes in three luxurious flavours: White Chocolate & Cookie, Salted Caramel & Almond and Gold Caramel Billionaire.
Offering the ultimate bite-size ice cream indulgence, each bite is the perfect balance of Magnum’s signature cracking chocolate, creamy dairy ice cream, ribbons of sauce, and crunchy inclusions.
Expertly crafted and perfect for sharing, the brand is setting out to lead the growth of the ice cream snacking segment and continue leading the ice cream category in innovation. Magnum is encouraging consumers to enjoy bonbon as part of new ice cream occasions, such as big nights in and the sofa snacking moment.
“Ice cream continues to have huge growth potential and new formats are key to driving this further within the category,” Jennifer Dyne, head of Unilever Ice Cream UK and Ireland, said.
“Over the past few years, we have continued to see consumers shifting from dessert tubs into smaller formats - whether that be portioned tubs, handheld or bite size. More consumers are looking for a small, sweet treat in the evening, or for other snacking occasions such as on the go or at their desk.
“With in-home snacking occasions having grown by 10 per cent since 2019, our new range of Magnum bonbons aims to help drive category growth in line with these growing trends - allowing consumers to enjoy their favourite brands with friends and family in a convenient snacking format no matter the occasion.”