Seiyu Launches "Overcoming Kids' Vegetable Aversion Project" Video Exceeds 600,000 Views

In recent years, per capita vegetable consumption in Japan decreased by 10% over the decade from 1997 (April 2019, Ministry of Agriculture, Forestry and Fisheries). The company's survey on children's vegetable intake revealed that 88% of children dislike at least one vegetable, while 83% of parents try various methods to get their children to eat vegetables. However, 96% of parents have given up trying.
In response, the company launched the "KIDS LOVE VEGETABLES" project, aiming to create dishes that busy parents can easily prepare and that children will enjoy eating.

Senior Director Hideo Obo of the Marketing Department presented survey data showing particularly low vegetable intake among children aged 1 to 6. He stated, "The project's goal is to get children to eat vegetables in a healthy, delicious, and enjoyable way. Many children dislike vegetables, and parents struggle to get them to eat them. We want to develop recipes that make vegetables tasty for children and solve this problem for Japanese parents."
For the project, vegetable dishes uniquely developed by cookbook author Toshie Kikawada were sampled by approximately 100 kindergarteners. Dishes receiving approval from over 80% of the children were verified. Five vegetable dishes were certified as "delicious."
A video capturing this process, titled "Vegetable Dishes Approved by 80% of Kids: Seiyu KIDS LOVE VEGETABLES" (released the same day), was screened at the venue.
The video shows children tasting one spoonful of each vegetable dish and evaluating the flavor. Some children are curious, some grimace, and some even start crying, but in the end, they use their spoons as voting tickets to make their judgment.
Within three days of release, the video surpassed 600,000 views.

Senior Director Obo cited the company's private brand product development standard, where over 80% consumer approval is the passing mark, stating, "We create recipes for dishes approved by children." He announced that recipes for five dishes—"Carrot and Sesame Rice," "Carrot Spring Rolls," "Crispy Carrot and Cheese Bake," "Broccoli Cheese Curry Stir-Fry," and "Broccoli Balls"—along with "Broccoli Potato Salad," which narrowly missed the standard, would be published on the website. Recipe cards would also be distributed free of charge at Seiyu stores.