Cook4kids seems like a great initiative, but...
I've just been on their website and checked out all the chefs recipes...they are all for a want of a better word, very middle class. It's all spinach, lentils, crostini, lovely, I'd love that food, but it won't appeal to many of the poorer demographic which are the targets here.
I'm sorry but I'm actually laughing at the idea of some of the parents getting out of bed, trailing over to the chef's place with three littlies on a public bus, all for some spinach pie.
I think food banks have suffered with similar problems, that things which people think they will like, not everyone will either have the resources to cook (so lentils) or be familiar with- and I think this applies here as well.
The same was true of initiatives like Sure Start, there is a massive stigma to using free/targeted services for poorer people, so they don't, and they get clogged up with middle-class parents who are enjoying the activities but aren't actually in dire need or in neglectful circumstances.
I could be wrong, and I'm sure that many people cooking will cook what kids are likely to eat and what they are familiar with (pasta bake?) but it's very earnest as its currently presented and it may not resonate with the target market.