The Wiggles join forces with fresh produce industry to boost children’s healthy eating

Australian families are set to receive extra encouragement to put more fruit and vegetables on the plate, with The Wiggles partnering in a new national campaign designed to inspire young children to embrace healthy eating.

The campaign, Fruit and Veggies Yummy Yummy, brings together the Australian fresh produce industry to promote a lifelong love of fruit and vegetables among children. Drawing on the popularity of The Wiggles’ iconic song Fruit Salad Yummy Yummy, the initiative will roll out across digital, social and retail channels, at concerts and through colourful resources created for families with preschool-aged children.

The campaign follows new research from the International Fresh Produce Association Australia and New Zealand (IFPA ANZ), which found two-thirds of Australian parents believe it is very important for their children to eat the recommended amount of fruit and vegetables. Despite this, fewer than half report that fruit and vegetables make up most of their children’s snacks.

The research, conducted across seven countries, also revealed Australian parents are less likely than international parents to strongly prioritise daily fruit and vegetable intake for their children. These findings have prompted the industry to launch the campaign to encourage healthier habits from a young age.

To support the initiative, a dedicated website has been launched, offering families interactive games, simple recipes, lunchbox tips, party ideas, downloadable activities and ‘Meet the Grower’ videos.

Original Blue Wiggle Anthony Field said the campaign aimed to make fruit and vegetables exciting, familiar and fun for children.

“We’re so excited to be part of this campaign and to support the mission of helping children eat more fruits and vegetables,” Mr Field said.

“With more than 30 years of singing songs like Fruit Salad Yummy Yummy and Hot Potato, this partnership takes our commitment even further, really showing children just how fun and delicious healthy eating can be.”

Belinda Wilson, IFPA ANZ Managing Director, said the initiative benefits not only children’s health but also the growers who supply fresh produce across Australia.

“This campaign is powered by the entire industry growers, suppliers, retail stores and peak bodies all coming together behind a shared goal,” Ms Wilson said.

“It’s a joyful and evidence-based way to drive real change, helping children build healthy habits while boosting demand for fresh produce at a time when growers need it most.”

The campaign is funded by Hort Innovation, IFPA ANZ, AUSVEG, Perfection Fresh Australia, Flavorite, Mitolo Family Farms, and banana growers Premier Fresh Australia and Mackay’s Marketing.

By combining trusted children’s entertainment with evidence-based strategies, the campaign aims to make healthy eating an enjoyable and lasting part of Australian family life.

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