Ella’s Kitchen is calling on the government to “get serious” and improve early childhood health and nutrition with a new nationwide campaign.
As the UK’s number one baby food brand, the ‘Eat. Play. Love.’ campaign is being backed by leading infant academics the Early Years Alliance and sensory food education experts, Flavour School.
Both organisations have outlined the devasting impact that poor nutrition is having on the health of children, with evidence showing that sensory food play can create lasting impacts on willingness to eat fruit and vegetables.
In a new bill launched to MPs last week, Ella’s Kitchen called on the government to introduce ‘sensory food play’ in all early years settings.
According to the NHS, nearly one in three children are now beginning primary school diagnosed as living with overweight or obesity, with only 18% of children aged 5-10 eating the recommended five portions of fruit and veg a day.
The ‘Eat. Play. Love.’ report argues that government needs to rethink its approach to healthy eating policy and focus on prevention, especially prioritising the early years, where long-term habits are formed.
“At Ella’s Kitchen, we passionately believe that business should be a force for good, and that it is our responsibility to help improve children’s lives through developing healthy relationships with food,” CEO of Ella’s Kitchen, Mark Cuddigan said.
“That’s why we’re so proud to be working with the Early Years Alliance and Flavour School to set up pilots in nurseries in England, delivering free lessons, resources and training to early years settings across the UK.”
He added: “But we can’t do this alone. It’s time for government to get serious about playing with food. For too long the health of our youngest children has been overlooked.
“Supporting our ask and introducing sensory food play in all early years settings would be a fantastic demonstration of a commitment to improving outcomes for future generations.’’
CEO at the Early Years Alliance, Neil Leitch commented: “We know that the early years plays a crucial role in a child’s future development, and proper nutrition during this period is a crucial part of this.
“We are delighted to be supporting sensory play pilots around the country this year and working with Flavour School to develop much-needed guidance for educators. But, for this to have a lasting impact, the Early Years Foundation Stage must be updated so that every child, regardless of their background, can benefit from sensory food play.”
