Watch as your children make the correct food choices.

Say goodbye to mealtime strops, tantrums and stand-offs. Simply introduce your children to their Belly Bugs and watch a transformation take place. You see, there’s a new game in town – and one that you can win from the sidelines.

For your child, the focus will switch from what you want them to eat to what they work out their Belly Bugs need and why they need it.

For example, Bashy Bug can’t nuke Baddies without a Sweetcorn Blaster. Or Geeky Bug wants to build a Pearship but needs a pear. Your child is now in control. Expect them to ask you for these healthy raw materials on their dinner plate.

And you can join in. Led by your child, you can have fun together constructing stories around mealtimes with the endless possibilities provided by the Belly Bugs’ favourite colourful fruit and vegetables. 

To help with the storytelling, you can buy our ‘Belly Bugs 30 fruit & veg’ poster for your kitchen here. You can also get lots of storytelling inspiration from Billie Pickle’s sketchbooks on our homepage here. 

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“The Belly Bugs are so positive… not judgemental about us and what we eat.”

Pupil

Sunderland City Council Belly Bugs Pilot 2023/24
Belly Bugs work because they put children in control.

Observing daily life in Rumbledom, children are at their most receptive to learn. No one is telling them to eat their carrots or broccoli. They simply work out for themselves how to care for their own Belly Bugs. 

This is the start of a relationship where kids escape into a secret world that belongs to them and is with them every moment of the day. They discover that their Belly Bugs are as individual to them as their fingerprint. How they build their own Belly Bug gang is down to them and the food choices that they themselves make.