A campaign to get school children to eat more vegetables is to return for a fifth year.

Eat Them to Defeat Them, launched by Veg Power and ITV in 2019, gets kids to eat more vegetables to "stop them taking over the world".

The campaign, launched in partnership with ITV, Channel 4 and Sky, includes targeted lessons as well as turning school meals into “mini-adventures” and is set to run in 110 schools in Sussex.

Dan Parker, chief executive of Veg Power, said: “Parents tell us they are more concerned than ever about their finances and so rejected vegetables really worry them - they simply cannot afford to risk them going to waste.

The Argus: Vegetables begin to take over the world in ITV advertVegetables begin to take over the world in ITV advert (Image: Veg Power)

“Each year Eat Them to Defeat Them turns millions of children into champions for vegetables, pestering their parents to serve them.

"This enthusiasm is particularly important this year as it will give parents the confidence to keep vegetables in their shopping baskets.”

The campaign will include contributions from celebrities, supermarkets and chefs to help turn children into vegetable eating heroes.

Since the campaign, Veg Power estimates that around 1.4 billion extra vegetable portions have been sold as a result of the initiative.

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In 2022, more than half of parents at participating schools said their children ate more vegetables due to the campaign.

Participating schools in Sussex include West Hove Infant School, Elm Grove Primary School and St Martins Primary School.

The project was launched on TV this year during ITV’s The Masked Singer.

It comes as a survey by government found that 80 per cent of children were not consuming enough vegetables and that vegetable sales have decreased due to the cost of living crisis.

The Argus: School child in Eat Them to Defeat Them advert on ITVSchool child in Eat Them to Defeat Them advert on ITV (Image: Veg Power)

Susie Braun, director of social purpose at ITV, said: "Eat Them to Defeat Them has been proven again and again to get children not just eating vegetables but getting excited about them too, and that’s never been more important.

“We’re delighted to continue ITV and Veg Power’s partnership through this vital campaign.”

Eat Them to Defeat Them Launched on February 20 and will run until April 8.