We hide them in mashed potato, blitz them into pasta sauce and chop them so small that they are barely visible to the naked eye.
But now a Scottish farmer called Iain Brown has come up with a new solution - he's producing a new, sweeter variety of broccoli with a softer stalk, and he's confident that it will appeal to even the fussiest little eaters.
Iain of Easter Grangemuir Farm, near Pittenween in Fife, told The Mirror: "Broccoli is one of the most nutritious foods we can eat but sadly many youngsters don't get the taste for it until they are in their twenties.
"Not only is the variety sweeter but it is also more tender with a lot of flavour, especially in the stalk, offering shoppers the added benefit of no waste as the entire broccoli head can now be enjoyed."
The new variety is launching at Tesco this weekend and is being sold as Finest Supersweet Broccoli. It costs £1.50 for a 300g pack.
Tesco's veg expert said: "Finding a sweeter tasting green, especially broccoli, that is likely to be enjoyed by kids has long been a mission for vegetable producers.
"We think that this new sweet variety of broccoli will prove to be a real hit not only with kids but also with parents."
So if you struggle to get your kids to eat anything apart from peas and carrots - on a good day - then it's worth giving broccoli another go. It's packed with nutrients including immune-boosting vitamin C, vitamin B, vitamin K and antioxidants. It's also known to reduce the risk of cancer and heart disease.
Remember, it can take at least ten attempts before a child accepts a new food - so if they turn their nose up at the 'cute little green trees' it's worth giving it another go in a couple of months time.
Will you be buying the new broccoli on the block?
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25 foods kids hate...and how I got my son to eat a tomato