In a bid to encourage consumers to eat more vegetables, Birds Eye have launched a £6 million campaign called ‘Eat in full colour’.

The brand want to double the amount of vegetables people consume in the UK, and this drive will be focused on their Steamfresh and Garden Peas products. 

This push follows the campaign earlier this year that Birds Eye took part in with ITV, where children were encouraged to eat more vegetables in the ‘Eat Them to Defeat Them’ campaign. 

Birds Eye marketing director Steve Challouma commented: “For the vast majority of Brits, vegetable consumption is still lagging behind the World Health Organisation’s 5 a Day recommendation, at just 1.6 – hardly surprising given that only 1.2% of all food and drink advertising on TV is for vegetable products.”

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