This plate is designed to trick your kids into eating more vegetables

Concept was designed by Dutch vegetable brand HAK and agency DDB

Published On
Jan 22, 2021

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A new concept from Dutch vegetable brand HAK tries to tackle that age-old issue of how to get your kids to eat more vegetables with some visual cues.

Agency DDB has designed a special plate called "The Helping Plate" together with Waarmakers Design. Based on insights from the University of Wageningen, it's minimalist in design to give children the impression they're eating on a "grown-up" plate like their parents, and it's bigger than a regular kids' plate, giving the illusion that the amount of vegetables is smaller. The design also includes an indentation, to give the veggies a smaller "footprint" and trick the kids into eating more vegetables than there appear.

"We cannot guarantee that it will work for everyone, but almost all of the families that tested the plate with their children were positive about it," said Nicole Freid, director of marketing and Innovation at HAK. "Most parents indicated that it was easier than usual to let the children eat more vegetables. The children also responded positively to the fact that 'The Helping Plate' looks like a real grown-up’s plate. In addition, parents became more aware of how much vegetables they have to serve to meet the requirement of 100-150g  a day. We are very curious about the user experiences we will collect over the coming months."

The plate is on sale online via Dutch department store de Bijenkorf, and the first batch of one thousand has already sold out. HAK has had more requests for retailers to stock the plate, and is looking at expanding its sales channels. It's being promoted via PR, social media and influencers.


Jan 22, 2021
Client :
Agency :
Research :
Wageningen University & Research
Product Design :
Waarmakers Studio
Plate Production :
Royal Goedewaagen

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