Baby food brand Ella’s Kitchen has launched the next phase of its Veg for Victory campaign, which will see toddlers lobby the Department of Health to highlight the importance of vegetables during weaning.
As part of the brand’s campaign, 15 tots will deliver giant building blocks made of vegetables to the DH offices today (13 October). The blocks were to symbolise that “creating a healthy relationship with food during the early years can help lay the building blocks for good eating habits throughout childhood and beyond”, said the brand.
Ella’s Kitchen launched a ‘Greener Paper’ as part of its campaign in August, which called on Public Health England to change its weaning guidelines to reflect the importance of vegetables. The paper says the weaning period provides an opportunity to influence infants’ food preferences and can help prevent fussy eating.
“We are a business that puts social responsibility at its heart. Our mission is to improve children’s lives through developing healthy relationships with food,” said Mark Cuddigan, Ella’s Kitchen UK managing director. “We are therefore calling on Public Health England to review its current weaning guidelines to reflect the latest evidence, which supports a ‘vegetables first, vegetables frequently and vegetables in variety’ approach.”
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