If your kids groan at the sight of broccoli, you’re not alone. Studies show almost all Australian kids aren’t eating enough vegetables, but Adelaide mum and founder of Veghead, Cathrine Hosking is here to make mealtimes easier, happier, and way less stressful.
Cathrine knows the struggle herself. She calls herself a “recovering veggie-hater”: “I genuinely believed I hated vegetables,” she says. “What I didn’t realise until much later was that I didn’t hate vegetables, I just hated the way they were being prepared.”
After travelling and trying cuisines where veggies are chopped, blended, or simmered into meals, she realised vegetables could actually be delicious, and fun to eat.
Back in Adelaide in 2024, she noticed kids still refusing vegetables everywhere she went. “Every barbecue was the same story,” she laughs. “Parents stressed, kids pushing food around, vegetables turning into a battleground.” Cathrine realised the problem isn’t kids being fussy, it’s the pressure. “There’s this idea that vegetables only ‘count’ if kids eat them whole, untouched and without complaint,” she explains. “But that’s not how it works in many cultures, and it just makes mealtimes harder.”
So she did something about it. Leaving her corporate career, completing nutrition science coursework, and teaming up with dietitians, Cathrine launched Veghead, an Adelaide-based, veggie-first food brand designed for real families with busy lives.
Veghead’s debut products, Banana & Chocolate Mini Muffins, put fresh vegetables first, contains no preservatives, and have 50% less sugar than similar snacks. They’re ideal for lunchboxes, everyday snacking, or simply boosting veggie intake. “Kids don’t need another rule around food,” Cathrine says. “They need positive experiences with vegetables, in forms they already enjoy.”
Veghead isn’t about hiding veggies, it’s about making them normal, fun, and stress-free. More products are on the way, all designed to fit into everyday life. “With my own little boy on the way, this is personal,” Cathrine says. “I want vegetables to feel joyful, not something kids grow up fighting.”
Veghead’s Banana & Chocolate Mini Muffins are available online and in the freezer section at SA stores including Tony & Marks, Pasadena and Frewville Foodlands, with more product launches coming soon.
For more information, visit veghead.com.au | @vegheadco