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Eat Them To Defeat Them

27 July 2021

Tilda have partnered with Veg Power, a non-profit organisation committed to ensuring kids are eating their veggies, and ITV for the Eat Them to Defeat Them campaign.

Have you defeated them yet? Tilda has partnered with Veg Power and ITV to launch the Eat Them to Defeat Them campaign, which focuses on educating and promoting healthy eating within children.

This summer we collaborated with Veg Power and ITV to work with our LEA partners, wholesalers, schools and students, to encourage school caterers to take on the work of educating children about the benefits of eating vegetables.

According to research by Veg Power, one third of primary school children in Britain are overweight or obese. Veg Power and ITV’s healthy eating scheme ‘Eat them to Defeat Them’ was designed to make eating vegetables more fun and to engage with school children who usually avoid their veggies.

As part of the nationwide activities, Tilda helped to sponsor the Veg Power and ITV campaign in Wales where we produced all resources in dual language.

Each week the campaign featured a rally cry around one of Britain’s family favourite vegetables including tomatoes, sweetcorn, peppers, carrots, peas and broccoli. Our weekly recipes showcased these vegetables at their best and served them with nutritious Tilda Brown & White Rice.

But the fun doesn’t have to stop! Why not defeat your vegetables by recreating one of our recipes listed below? Click the recipe you want to make below to download your very own recipe card.

Blood Curdling Broccoli Stir Fry

Bone Chilling Carrot Biryani

Ear Popping Pea Risotto

Petrifying Zombie Peppers

Shockingly Scary Sweetcorn & Rice

Spine Tingling Tomato & Spinach Pilaf

We want to see what tasty recipes you’ve been creating! Be sure to tag @TildaChef on Twitter using #EatThemToDefeatThem along with your veggie creations!

Part of the problem is that British children don’t really like eating vegetables. 80% don’t eat enough and 50% of parents have given up trying to get their kids to eat 5 a day.

Ahead of the summer campaign, Annette Coggins, Head of Foodservice, Tilda UK said:

“At Tilda we know the importance of teaching our next generation about the benefits of eating vegetables. Veg Power and ITV are committed to getting children eating more vegetables and we couldn’t be happier about supporting them in this quest. Our Brown & White rice is a perfect accompaniment for veggie dishes. In collaboration with Veg Power and ITV, Tilda hope to inspire these kids to learn about nutrition, cooking and wellbeing”.

The Veg Power and ITV summer campaign was led by a £3 million TV campaign from ITV, Channel 4 and Sky Media featuring the multi award winning Eat Them to Defeat Them adverts and their largest ever schools’ programme going out to 500,000 children at 1,700 primary school, and will return again in March 2022.

For more information on Veg Power, visit https://vegpower.org.uk

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