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One in five children think fruit and veg magically appear in shops, study finds

One in five children think fruit and veg magically appear in shops, study finds

New research suggests many children are confused about where everyday food comes from, with parents admitting they're not always sure how to explain either!

Gerald Stratford launches The Curious Kitchen, London, 28th July 2026Gardening sensation Gerald Stratford launches The Curious Kitchen at the Natural History Museum, London - a new HelloFresh experience bringing families together to uncover where their food really comes from.

HelloFresh/Natural History Museum

MadeForMums

Published: July 28, 2026 at 12:32 PM

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One in five British children believe fruit and vegetables simply appear in shops rather than growing naturally, according to new research, highlighting a surprising gap in children's understanding of where everyday food comes from.

The study, commissioned by HelloFresh, found many primary school-aged children have imaginative ideas about how familiar foods are made, while almost half of parents admit they have struggled to answer questions about where ingredients actually come from.

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Children have surprising ideas about everyday food

The research, based on a survey of 500 UK parents and children aged six to 11, found that many youngsters are unclear about how some of the foods they eat every day are produced.

Among the findings:

One in five (20%) children believe some fruit and vegetables magically appear in shops.
Nearly one in five (19%) children aged six to eight think broccoli is simply a "baby tree".
Only 24% of six to eight-year-olds correctly identified that broccoli grows from the ground.
Almost two-thirds (63%) of six to eight-year-olds did not know kiwis grow on plants.
Fewer than half (43%) correctly identified that chicken nuggets come from animals.
One in 10 (10%) children believe bread magically appears in the kitchen.

The findings suggest many children have become disconnected from how food is grown and produced, despite eating these foods regularly.

Parents say explaining food origins can be difficult

The survey also found that adults are not always confident when it comes to answering children's questions about food.

Almost half (43%) of parents said they have struggled to explain where everyday food comes from.

Pasta topped the list of foods parents found hardest to explain (32%), followed by broccoli (25%) and yoghurt (23%).

Despite this, most parents recognise the importance of talking about food, with 78% agreeing the dinner table is the best place to have conversations about ingredients. Nearly half (47%) said they have grown fruit or vegetables at home to help children better understand how food is produced.

Expert hopes to spark children's curiosity

Gardening sensation Gerald Stratford launches The Curious Kitchen at the Natural History Museum, London - a new HelloFresh experience bringing families together to uncover where their food really comes from.

HelloFresh/Natural History Museum

To coincide with the findings, HelloFresh has partnered with the Natural History Museum to launch The Curious Kitchen, a free family experience running until 30 August 2026.

The interactive installation aims to help children discover how ingredients are grown and how food reaches their plates through hands-on activities.

Gerald Stratford, the gardening enthusiast known for growing giant vegetables, said: "I've spent years growing vegetables because I believe there's something magical about watching food grow. But food doesn't simply appear in shops or on our plates, every ingredient has a story behind it. That's why I'm delighted to be working with HelloFresh at the Natural History Museum to help families discover that journey together. If we can spark children's curiosity, get them asking questions and inspire them to value where their food comes from and perhaps even want to get green thumbs of their own, then that's a wonderful thing."

I've spent years growing vegetables because I believe there's something magical about watching food grow. But food doesn't simply appear in shops or on our plates, every ingredient has a story behind it.

Gerald Stratford, gardening expert

HelloFresh said the research highlights an opportunity to encourage more conversations about food at home and help children better understand where the ingredients on their plates come from.

Research was conducted by OnePoll on behalf of HelloFresh between 15 and 17 June 2026 among a nationally representative sample of 500 UK parents and children aged six to 11.

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