This summer, Deli Kitchen, the UK’s third fastest-growing speciality bread brand[1], is teaming up with food education charity Rethink Food to help children explore food, learn about nutrition, and build a healthier, more curious relationship with what they eat.
Over the next two months, Deli Kitchen and Rethink Food will work together to create the Curious Kids Club. Through hands-on workshops in schools and community clubs, the initiative will introduce children to a world of global flavours – from rainbow wraps to Greek flatbreads – using Deli Kitchen breads as the base.
Starting with a pilot focused in Yorkshire, the initial 11 workshops will allow more than 140 children to prepare meals, try new ingredients, complete interactive quizzes, and take home a challenge to continue their food exploration with their families, with 20,000 breads donated throughout the National School Pantry Network. Online resources and parent-friendly guides will also be created to extend the experience at home.
With fewer than one in ten eating their five-a-day and one in three children growing up in poverty[2], Deli Kitchen has partnered with the not-for-profit, which is dedicated to empowering the next generation with the knowledge and skills to lead healthier, more sustainable lives.
Following the summer programme, Deli Kitchen will continue supporting Rethink Food with its goal to deliver 10 million hours of education before 2030.
“Every child should have the chance to be curious when it comes to food,” says Tim Wittekind, Deli Kitchen’s Head of Brand, NPD & Innovation.
“And, more importantly, everyone should also be able to enjoy healthy food. Our hope is that we’re combining the two and allowing kids – firstly in Yorkshire, before we roll out nationwide – to learn more about nutrition in a fun way.
“We’re all about making food more fun and encouraging our shoppers to try new things. And our new partnership with Rethink Food embodies this for those who need it most.”
Nathan Atkinson, Co-Founder of Rethink Food, adds: “Right now, thousands of children in the UK don’t have access to food variety, with very few getting their 5-a-day into their diets. This directly impacts not only the child, but the parents too, who face a huge amount of unfair judgement daily. The Curious Kids Club is giving children the tools and experiences to engage with food positively, empowering families to make healthier choices, without any of the pressure.”
So far, the workshops are showing impact, with 92% of children trying something new and 74% ending the workshops feeling confident to try new foods.[3]
The workshops will be supported by pre- and post-session questionnaires to track attitudinal and behavioural change around food. To celebrate the initiative, Deli Kitchen is planning a full campaign including PR and digital activations.
[1] 52 W/E 22.03.25, Nielsen EPOS
[2] NDNS 2019-23, DHSC
[3] Deli Kitchen x Rethink Food Pilot Workshops, 148 participants, July 2025
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