Mumbai: BBH has collaborated with a coalition of leading organisations including Bite Back, Chefs in Schools, Jamie Oliver Group, School Food Matters, and The Food Foundation to create a new initiative aimed at improving school meals across the UK.
The newly formed initiative, The School Food Project, seeks to enhance the quality of school food, strengthen food education, and drive higher meal uptake among students nationwide. BBH has developed the brand identity for the initiative, with a national campaign set to launch later this year.
The coalition has raised £2.3 million to support schools in implementing improved food standards. The partnership is backed by philanthropic organisations including the Henry Smith Foundation, the Christopher and Henry Oldfield Trust, the Ampney Brook Foundation, and the Macdoch Foundation.
The initiative builds on BBH’s ongoing partnership with Chefs in Schools, expanding its efforts to champion better food culture and nutrition into a broader, national movement.
Recent data from The Food Foundation highlights the impact of improved school food quality, with case studies showing meal uptake increasing significantly—from as low as 28% to as high as 90%. Similarly, Chefs in Schools reports increased lunch uptake in 88% of its partner schools, alongside improved consumption of fruits and vegetables and greater willingness among children to try new foods.
BBH will lead a nationwide campaign launching in September 2026, aligned with the rollout of new government standards. The campaign aims to build public awareness and demonstrate the benefits of high-quality school meals in practice.
Jo Ralling, Head of Campaigns, The Food Foundation said, “We’re beyond grateful to have BBH with such an outstanding reputation join forces with us. Their work is renowned to deeply resonate with audiences and make a difference, and that’s what we need to do to truly create the change we need and significantly improve children’s health. We’re very excited about what’s to come”.
Karen Martin, CEO, BBH said, “Access to good food at school shouldn’t be a privilege; it’s fundamental to children’s health, development and ability to learn. We’ve seen that first-hand through our long-standing work with Chefs in Schools, so supporting the School Food Project was something we felt strongly about. This is about using creativity to help drive real, systemic change.”
Alongside the campaign, a broader support programme will be rolled out to help schools and caterers improve food quality, increase participation, and embed stronger food education practices across the UK, positioning The School Food Project as a key step toward long-term systemic change in child nutrition.
