Encouraging Healthy Eating in Children with the Food Dudes Programme

Impact Summary for the General Public

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.

Category of impact

  • Health/Quality of life