Beans, lentils and pulses are small but mighty powerhouses of nutrition… but let’s face it, they’ve always had a bit of a PR problem.
We know from Eat Them to Defeat Them that making food fun is essential to engaging children, and engaging children is essential for making mealtimes easier for parents. That’s why, instead of trying to convince children with facts about nutrition, fibre or sustainability, we’ve always taken a playful approach built on what really connects: fun, silliness and giving kids a sense of control.
But, let’s be honest, beans are often seen as bland, a bit boring. How do we find the fun in beans?
Enter our bean-loving monsters, colourful, funny creatures who gain temporary silly, and utterly pointless powers when they eat beans. Children can copy their favourite monster’s bean boosts, or dream up their own ridiculous powers for them and their family when they try some beans. Afterall, who doesn’t need a spontaneous disco boost, a ‘sillification’ finger or super-hugging arms?
With tools like sticker charts and family activities, beans shift from just something healthy we should eat, to something children want to engage with, again and again.
And behind the fun lies real evidence-based behavioural science. Kids are more open to new foods when they’re introduced through play, laughter and shared experiences with adults. Parents and carers are more likely to improve nutrition when it doesn’t risk disrupting family mealtime harmony, but instead encourages stronger family bonds.
The monster characters help parents role model eating beans, the silly powers act as natural rewards that make each bite exciting and sticker charts encourage re-offering, so beans become familiar over time.
Together, these Three Rs – role modelling, rewarding and re-offering – create positive associations that last. Children may not care about nutrition stats, but they care deeply about fun, imagination and connection. When beans bring all that to the table, they are really given a boost.
This creative process and theme is for the schools’ programme only and the big creative idea for the wider population will be announced on 5th November.