The Food Dudes scheme devised by the Bangor Food and Activity Research Unit has produced
large and lasting increases in children’s consumption of fruit and vegetables. More than 500,000 4-
to 11-year-old children have participated, in European countries and the US, with funding of more
than £20m for research, evaluation, and rollout. Given the major public health challenge of
increasing children’s consumption of fruit and vegetables (often their least-liked foods), in order to
reduce potential risk of future obesity or illnesses including diabetes, cardiovascular disease and
some cancers, our unique combination of behaviour change principles -- including Role Modelling,
Rewards, and Repeated Tasting -- has achieved significant success.