Furthermore, a greater element of control is being placed on what youngsters have for dinner at schools, TNS said, as there has been an 8% rise in lunchboxes made.
But while the situation may be improving in this area, TNS said that there is a long way to go before an adequate number of Britons are meeting their five-a-day fruit and vegetable target.
Just 12% of people are currently hitting this figure as outlined by the Department of Health, it revealed, as another 12% eat none of these items at all a day.
“The evident disparity in consumption levels by age groups and social class show that there are some serious underlying issues that need to be addressed if fruit and veg consumption is to increase across the population,” remarked managing director of usage panels at TNS Worldpanel Giles Quick.
On average, children consumer fewer than three portions a day, it said, a trend mirrored by the least affluent consumers.
Women tend to eat more fruit and vegetables a day, the company highlighted, with 2.7 portions, compared with 2.4 portions for men.
In related news, Asda last week announced that it was cutting the equivalent price of VAT off all its fruit juices and smoothies in an effort to promote healthy goods.
Morrisons has also said that it will look to educate children about the orgins of the produce they are eating.
