Food Dudes is a programme developed by the Food & Activity Research Unit at Bangor University, Wales, to encourage children to eat more fruit and vegetables both in school and at home. It is based on positive role models (the Food Dudes characters), repeated tasting and rewards. The programme has been shown to be effective and results long-lasting across primary age range, regardless of gender, school size, geographic and socio-economic factors. It is ultimately designed to enable children to enjoy eating healthy diets and to create a healthy eating culture within schools. Funding has been made available by the Department of Agriculture, Food and the Marine. The programme is managed by Bord Bia and to date over 3,100 primary schools have participated.

Phase 1 was an intensive intervention which lasted 16 days. During this time the children were given fruit and vegetable. The children were then rewarded with small prizes for successfully eating the fruit and veg. This phase is primarily school based.

Phase 2 then extended to the home element of the Food Dudes Programme by encouraging the children to bring their own fruit and veg to school every day in special Food Dudes containers.