Breaking Down the Barriers and Helping Aussies Eat More Vegetables

May 20 2021

Simplot, the name behind Birds Eye and Edgell, have set their sights on making it easier for Aussies to eat more vegetables. This comes following research that revealed as many as 18 million adults might not be getting enough vegetables in their diets and unveiled key barriers to vegetable consumption.


Simplot Australia commissioned the research, which surveyed 3,000 Australians aged 18+, and found the majority of adults (43%) would like to boost their vegetable intake. However, time, knowledge, and taste were the three barriers consumers reported as preventing them from eating more vegetables.


Ahead of speaking to leading dietitians and nutritionists at the Dietitians Unite Conference, Simplot Marketing Insights Manager Christine Wilson said, “We are responding to these insights. We know how important vegetables are to a healthy diet, and not consuming enough can lead to significant health implications. The nutrients and dietary fibre that come from vegetables may help in reducing the risk of chronic diseases and certain types of cancers, so it’s important Australians consume more vegetables.”


“The number one barrier to increasing vegetable consumption was a perceived lack of time. For some consumers peeling a potato or grating a carrot seem all too much, so they default to other foods that are ready to eat or prepare, which are not always as nutritious.”


“Our Birds Eye and Edgell ranges make eating vegetables a quick, convenient, and tasty option. New innovations, such as Birds Eye Veggie Rice and Veggie Mash, are nutritious, flavourful additions to popular dishes and provide inspiring and modern ways to consume more vegetables.


“These products significantly reduce the time and fuss around meal preparation, in a few minutes, consumers can have a healthy, tasty and nutritious serve of vegetables. It’s just one of the ways we are making it more convenient for Aussies to eat vegetables,” said Ms. Wilson.


“People are changing their consumption habits, and many are not sitting down to three meals a day. They are grabbing smaller bites, not dedicating a lot of time to meal preparation, and looking for quick solutions. This is where products such as our Edgell Snack Time varieties can provide a convenient way to increase vegetable intake while on the go.”


“Frozen and shelf-stable vegetables are also an excellent option for cost-conscious consumers, a great way to limit food wastage, and offer nutrition benefits. As the last Australian grown frozen and shelf-stable vegetable provider of any scale in the country, we are keen to ensure Aussies eat the recommended dietary intake of five servings of vegetables a day.”


Birds Eye and Edgell frozen and shelf-stable products are available at all major and independent supermarkets. Nutrition tips and recipes to help Australians consume more vegetables are available here.

© 2022 Simplot Australia Pty. Ltd.

Simplot Australia acknowledges the Traditional Custodians of Country throughout Australia and their connections to land, sea and community. We pay our respect to Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.

We also acknowledge and pay our respects to the Māori of Aotearoa, New Zealand.