Currently in the UK, a staggering 92% of children don’t eat their recommended 5 fruit and vegetables a day. An unbalanced diet can lead to poor academic results, behavioural issues and long-term health benefits in later life. But through play and imagination, children can be encouraged to try something new and are more likely to adopt it. The Edible Exhibition tapped into this insight to create a fully interactive, playful culinary experience made entirely from fruit and veg. The V&A Museum of childhood in London has a heritage of educating children about the importance of play. Through their connections with local schools, we were able to invited hundreds of school children to participate in a one-off exhibition that they helped design. Food technologists and illustrator Rob Flowers helped to bring the best ideas to life, creating a series of fully edible installations, posters and invites.

The Edible Exhibition was made entirely from fruit and vegetables children would normally reject. Each installation was inspired by designs created by local school children. Food technologists and award-winning illustrator “Rob Flowers” helped turn the children’s best ideas into delicious reality. From edible bubbles made from broccoli, glow in the dark ice cream made from carrots and exploding pineapple clouds… each installation inspired kids to try something new. Even the exhibition posters and invites were edible. Using specially designed flavoured inks and paper made entirely from fruit and vegetables oils. Visitors could eat, chew, smell or lick any part of the exhibition. Over 100 invites were eaten, as well as 7 full-scale posters. Not forgetting thousands of edible bubbles

The Edible Exhibition was a sell out event. Hundreds of children were inspired to try new foods and flavours. By collaborating with food influencers and award-winning illustrator ‘Rob Flowers’ to help create The Edible Exhibition - we were able to organically spread our educational message to a much larger global audience online through PR in news channels, food blogs and design publications. Through play and imagination, The V&A Museum of Childhood gained recognition for raising awareness about problem effecting millions of children not just in the UK, but globally.