A fall in the number of schoolchildren buying school dinners since the start of term in September has been blamed on the so-called Jamie Oliver effect - and this has hit revenues for caterers.
An average drop of almost six per cent in the number of children opting for school meals has been recorded by 59 local authorities since the government introduced healthier dinners in September - with the figure rising to 30 per cent in some areas, according to a BBC survey.
More than 70 per cent of local authorities questioned blamed Oliver’s campaign, which culminated in a new government strategy for school dinners including a ban on junk food, added salt and sweetened drinks and limiting servings of junk food to twice a week, as well as providing at least two portions of fruit and vegetables, for the reduction, according to BBC data.
The restrictions imposed on vending machines and the prolonged warm weather were also given as explanations for the reduction.
The Local Authority Caterers Association said a reduction in the number of school meals being purchased was hitting revenues and that many councils were facing deficits.
Kay Knight, head of school support services at South Gloucestershire council, said: “This has been too fast and furious for children to get used to it. It needed to be step by step. Children will not eat something just because the government tells them to.”
The School Food Trust, which was set up by the government to transform school meals, said the drop in school dinners would be temporary as children adjust to the new system.
