The campaign calls for a ‘rethink’ on the Government’s approach to healthy eating policy, amid rising numbers of children starting school classed as overweight or obese.
In a policy paper published to coincide with the launch of the campaign, Ella’s Kitchen calls on the Government to update the EYFS to include sensory food play, which it says helps children to build confidence and curiosity around fruit and vegetables, creating healthy habits. It also wants Government-approved guidance on sensory food play for early years educators published, and funding for the ‘least affluent’ providers, where ‘the need is greatest and most impact can be had.’
The Eat. Play. Love. paper states, ‘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.
‘Sensory food play is an educational tool which allows children to explore fruit and vegetables in a fun, engaging way that stimulates the senses. This harnesses the developmental power of play, which is especially strong in the early years. Evidence shows that this helps to build confidence and curiosity around fruit and veg, which can create a willingness to try, and ultimately like them, creating healthy habits which can track throughout childhood and beyond.’
Ella’s Kitchen is also working with the Early Years Alliance and Flavour School to establish sensory food play pilots in nursery schools across England. As part of this, the brand will be taking sensory food play on the road with the launch of their Eat. Play. Love. truck, delivering free lessons, resources and training to early years settings across the UK from the New Year.
The campaign from Ella's Kitchen was launched at a Parliamentary reception, pictured left to right: Neil Leitch, chief executive of Early Years Alliance, Labour MP Share Hodgson and chief executive of Ella's Kitchen Mark Cuddigan
Mark Cuddigan, chief executive of Ella’s Kitchen, commented, ‘We’re so proud to be working with the Early Years Alliance and Flavour School to set up pilots in nurseries in England, and to be taking sensory food play on the road; delivering free lessons, resources and training to early years settings across the UK, with particular focus on under-served communities.
‘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.’
Dr Helen Coulthard, associate professor at De Montford University, said, ‘Over 14 years of research into sensory food play, carried out over a 25-year career in childhood nutrition, has shown me that we need more creative ways to encourage children to fall in love with fruit and vegetables.
‘It is my passionate belief that all children in the UK should be given the opportunity to explore and engage with healthy natural foods and that early years settings are the best place to encourage this.’