We assess the effect of the European School Fruit Scheme (SFS) on children’s fruit and vegetable (FV) intake frequencies and choice behaviour. We collect consumption data in a quasi-experiment and estimate the SFS’s treatment effect via double-difference models. Results indicate that the SFS raised children’s intake frequency of FV by 30- 50 %. Results further suggest a decreasing effect of the SFS on the probability of choosing apples over cookies in actual choice situations for certain subgroups. These findings call for increased attention to heterogeneous behaviour and the importance of personal and socio-economic mediators both in research and policy design.