Figs, pak choi, and asparagus are among the foods many UK families rarely serve, according to research commissioned by HelloFresh. The study of 2,000 Brits, conducted by Censuswide in March 2024, reveals that a majority of children, and even many parents, have never tried items like cavolo nero, fennel, or shiitake mushrooms. To address this, HelloFresh, the UK’s leading recipe box provider, has partnered with nutritionist Rob Hobson to launch the “60 Foods to Try Before You Turn 10” challenge, aiming to inspire families to broaden their culinary horizons.

The research highlights a lack of variety in children’s diets, with 51% of parents admitting their child’s core diet consists of just 10 to 15 foods. Half of parents worry that sticking to familiar meals could make their children fussier eaters, while a third struggle to find inspiration for new dishes. Key barriers include fussy eating (43%), meal planning exhaustion (31%), and time constraints (29%). Nearly half of parents find introducing new foods the biggest dinnertime challenge, with 41% battling daily to get kids to finish meals and 34% struggling to encourage healthy eating. Over a third (35%) resort to hiding ingredients in familiar dishes to boost variety.

Rob Hobson, a registered nutritionist and author of the bestselling book Unprocess Your Life, collaborated with HelloFresh to design this initiative. Illustrated by Bobbie Rae, the challenge features a chart of 60 natural, often overlooked foods for families to explore together. Hobson said: “Getting kids to try new foods isn’t always easy, but turning it into a fun challenge is a brilliant way to get them involved. It makes food discovery exciting and gives kids a real sense of achievement when they try something new. It’s scientifically proven that encouraging variety early on helps set us up for a more balanced diet and a love for varied, good food in the future. Plus, it’s a great way to bring families together at mealtimes, which we know is never easy.”

HelloFresh is supporting the challenge with refreshed recipe boxes, launched this week, featuring at least two fruits or vegetables per meal, premium ingredients, and a recyclable cool box. Customers receive a physical chart to track their progress, colouring in each food as it’s tried. Mimi Morley, Senior Recipe Development Manager at HelloFresh, said: “We understand that getting dinner on the table can sometimes be a challenge for parents and we’re here to try and help take a small bit of pressure off. Small amounts of variety each week can make a big difference in the long term and gamifying healthy eating encourages exploration, which can make food more exciting. We’ve refreshed our boxes to offer customers more, with an increased range of ingredients delivered each week, you can start ticking off all 60 foods.”

To aid families, Hobson offers practical tips. His top five suggestions include:

1. The “Eat the Rainbow” challenge. Encourage kids to explore colourful fruits and veggies, tracking progress on the HelloFresh chart to create a vibrant drawing.
2. Mystery taste test. Blindfold children for a fun, pressure-free guessing game with small bites of new foods.
3. Food explorer. Let kids choose recipes via the HelloFresh app, learning about and preparing a new ingredient together.
4. “Would you rather?”. Spark curiosity with playful choices like “a carrot that gives you superhero vision or a blueberry that boosts your brain power.
5. Build-your-own plate. Offer healthy options for kids to assemble, increasing their willingness to eat.

The challenge taps into a broader trend of parental tactics, with 46% telling kids carrots improve night vision and 42% claiming veggies boost height. Families can download the chart and tips at HelloFresh’s website. Among the least-tried foods by UK children under 10 are cavolo nero (65%), fennel (61%), pak choi (60%), shiitake mushrooms (57%), and tofu (56%). With this initiative, HelloFresh aims to make mealtimes both adventurous and nutritious.