More than 1 in 3 British children are clueless when it comes to knowing what chips (french fries) are made of, says a new—and discouraging—study conducted by the British Heart Foundation (BHF). In fact, more than 35% of the 8- to 14-year-olds surveyed were unable to identify the main ingredient as potatoes!

Such ignorance about simple matters of nutrition led to a new campaign by the BHF to provide better educational tools so kids can make healthier food choices in the future. Throughout the United Kingdom, billboards are being erected to visually educate kids about the main ingredients in popular foods, such as cheeseburgers, hot dogs and chicken nuggets.