Bloggers have sparked the rise of foodie parents – but the love for the humble lunchbox has been left behind. According to research by Hartley’s Jelly, over a quarter of parents in the West Midlands describe themselves as ‘foodies,’ yet 78% of parents don’t enjoy making up lunchboxes. Inspiration is now all around at a click of a button – with over a quarter of parents in the West Midlands following food trends and 1 in 5 have an interest in food. Despite this, the arduous task of making up a lunchbox remains a necessary chore.

And its hard work! Parents have to think about so much to get the lunchbox ready – more than 1 in 5 (21%) admit that their child is a fussy eater and just less than a third (29%) are most concerned about convenience.  More than a quarter (27%) are most concerned about making sure their food is healthy while 1 in 5 of parents in the West Midlands also want foods their child will eat (20%).

Vicki Psarias commented: “It’s great to see so many parents have an interest in food and are inspired by bloggers. We all know that kids’ lunchboxes can become a chore if you lose the enthusiasm for it. That’s why I’m teaming up with Hartley’s Jelly to give parents some great lunchbox tips and ideas, as well as a handy weekly meal plan for the back to school period.”

The jelly brand’s campaign “Hartley’s Your Lunchbox”, will inspire parents to put their foodie passion into making their child’s lunchbox, through simple and convenient ideas – injecting colour, fun, balance and taste back into the lunchbox for the new school year.

The campaign will also offer consumers the chance to collect their very own Hartley’s lunchbox by collecting 12 green lids from promotional Hartley’s Jelly Pots.