Deliciously affordable meal swaps tackle rising cost of takeaway

Carrots; cheaper than chips

Health and Wellbeing Queensland, are partnering with Outdoor Media Association (OMA) and Nutrition Australia, to deliver a national healthy eating initiative, which aims to increase the consumption of vegetables and tackle the rising cost of food.

The ‘Deliciously Affordable‘ campaign encourages Queenslanders to swap fast food and takeaway meals with cost-effective, quick and healthy home-made meals using fresh, seasonal produce.

As the cost of living continues to rise, food prices, including fast foods, have increased 4.8% in the past year. By contrast, the price of seasonal, fresh vegetables has decreased 6.4%, making them a cheaper, healthier alternative to takeaway.[1]

Eating more vegetables is becoming critically important as evidence tells us most Australians aren’t eating the recommended five or more serves of veggies a day, which can safeguard against chronic health conditions including diabetes, stroke, heart disease and obesity.

The statistics regarding the consumption of fresh fruit and vegetables are concerning:

  • Only one in 15 Australian adults eat the recommended daily intake of vegetables, which is five-plus serves a day.[2]
  • 1.5% of children do not eat any vegetables at all.[2]
  • Only one in 20 children (aged 2-17) meet the vegetable recommendation.[2]
  • One in 4 Australians eat only one single serve of vegetables each day.[3]

Fortunately, making healthier changes isn’t hard. Swapping takeaway for “fakeaway” can be as simple as swapping hot chips for home baked sweet potato chips, or fast food pizza for a delicious home-made pizza using wholegrain wraps as the base.

Health and Wellbeing Queensland Chief Executive Officer Dr Robyn Littlewood said the rising cost of groceries was changing the way Australians ate.

“Research shows that buying fruit and vegetables that are in season is not only healthy, but it saves you money at the checkout,” Dr Littlewood said.

“By highlighting the savings you can pocket with in-season veggies, we hope we can encourage everyone to engage in healthy eating habits.”

“This campaign is all about improving health and lowering the cost of the weekly grocery shop.”

This year’s campaign will see advertising signs rolled out at locations across the country, including train stations, bus stops, airports, office lobbies and even on roadside billboards, reminding Aussies about the benefits of healthy eating.

The $3+ million campaign will run for four weeks and will be supported by online resources including delicious recipes, shopping tips and nutritional advice from leading experts.

OMA CEO Elizabeth McIntyre said she was thrilled to bring back the initiative for another year.

“The Outdoor Media industry is committed to improving the health habits of Australians through its National Health and Wellbeing Policy,” Ms McIntyre said.

“This year’s message reminds everyone that eating well not only improves your health but is a more cost-effective option. We know this is something that’s so important right now, with Aussie families looking for ways to save.”

Nutrition Australia’s Health Program Manager and Advanced Accredited Practising Dietitian (Adv APD), Amber Kelaart said vegetables held the power to impact health.

“Vegetables hold so much power and yet we’re still not eating enough of them. If you choose to embrace nutrient-rich vegetables, you will unlock positive change for your body and mind,” Ms Kelaart said.

To discover ways to incorporate healthy, cost-effective summer vegetables into your diet visit

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1: Consumer Price Index, Australian Bureau of Statistics, 2023

2: National Health Survey (NHS) 2022 – Dietary behaviour | Australian Bureau of Statistics (

3: FVC, 2022 -Shifting the dial on vegetable consumption – rebuilding families in a COVID-19 disrupted Australia