Children's eating habits are improving

A 2008 Mintel report, called 'Marketing to Children Aged 11-16 – UK: Healthy Eating' shows positive changes in the attitudes children have towards food; 71% of children that were surveyed in 2003 believed that a balanced diet was important but in 2007, 80% said "it is important to eat a balanced diet" indicating that children are receptive to the marketing of healthy products. In 2008 the government launched a £362m strategy to address the increasing number of overweight children by promoting the benefits of healthy eating and exercise to parents and their children and in line with this, Accent's approach to school catering is not at all traditional. It uses high street principles of food presentation, marketing and packaging to appeal to the sophisticated tastes of young adults. "The traditional school meal format of 'meat and two veg' can be a turn-off for teenagers so we actively encourage healthy eating by offering modern food, made from fresh ingredients, with many items served in a 'hand-held' format to appeal to young adults", explains Gordon Haggarty, Accent's Managing Director. But writing interesting menus and using innovative ingredients is only half the task. Accent actively promotes healthy eating in each school on notice boards and intranets, as well as encouraging buy-in through parents by making sure they receive a copy of all menus, holding after school parent taster sessions and inviting parents to have lunch at school with their children. Stimulating general interest in food with pupils, Accent holds regular food tastings and offers interesting recipes ideas for older children and fun food facts for younger diners. It also teaches children about ethical trading and environmental issues through the use of organic and Fairtrade foods and a number of other initiatives have proven successful with children and teachers alike, such as monthly theme days, rewarding pupils with stickers and running school meals reward schemes, as well as encouraging pupils to cook in school.