The School Food Trust has signed up a host of celebrities including footballer Frank Lampard, pop star Myleene Klass and cricketer Andrew Flintoff to appear in a nationwide poster campaign promoting healthy eating.
The campaign will see more than 100,000 posters appearing in school canteens to encourage children to try the new healthy school dinners.
Speaking ahead of the launch, Chelsea and England midfielder Lampard said: "I am supporting the School Food Trust's campaign because it's important that children think more about what they eat.
"From my perspective, to play in the Premiership and for England, you need to have a healthy diet. The same applies generally: whatever you're doing, you can't expect to eat junk and then go out and perform at your best."
Prue Leith, chair of the School Food Trust, added: "I'm delighted that so many famous faces are helping to promote the changes that have taken place in school food.
"We need young people to recognise that that food is fuel for the body and mind and that if they eat better, they will not only feel better but also perform better.
"These posters are just one of many activities we will be rolling out to highlight to our young people the changes that have taken place and encourage them to enjoy the new tasty option on offer."
By Daniel Thomas