Signature Flatbreads’ Deli Kitchen brand is teaming up with a food education charity to help children learn about nutrition.
Deli Kitchen and Rethink Food are working together over the next two months to create the Curious Kids Club and encourage children to explore food and be more interested in what they eat.
Hands-on workshops in schools and community clubs will introduce children to global flavours such as rainbow wraps and Greek flatbreads, using Deli Kitchen breads as the base.
A pilot roll-out in Yorkshire will allow more than 140 children to prepare meals, try new ingredients, complete interactive quizzes, and continue their food exploration with their families. Online resources and parent-friendly guides will be created to extend the experience at home.
Following the summer programme, Deli Kitchen will continue supporting Rethink Food with its goal to deliver 10 million hours of education before 2030. The supplier will be supporting the initiative with a campaign including PR and digital activations.
“Every child should have the chance to be curious when it comes to food,” said Tim Wittekind, Deli Kitchen head of brand, NPD & innovation. “And, more importantly, everyone should also be able to enjoy healthy food. Our hope is that we’re combining the two and allowing kids to learn more about nutrition in a fun way.”
Rethink Food co-founder Nathan Atkinson said very few children in the UK get their 5-a-day into their diets.
“This directly impacts not only the child, but the parents too, who face a huge amount of unfair judgement daily,” he added. “The Curious Kids Club is giving children the tools and experiences to engage with food positively, empowering families to make healthier choices, without any of the pressure.”
Rethink Food added that the workshops were having an impact, with 92% of children trying something new and 74% feeling confident to try new foods.
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