Further research from the campaign suggests the little green vegetables also appear to be losing their cultural connection in Britain's food culture, particularly amongst younger shoppers – despite their cost, nutritional and environmental benefits which have seen them loved by generations previously.

While the UK boasts an impressive 90% self-sufficiency in pea production, only 57% of Brits view frozen peas as a classic British food. This drops as low as 24% of Gen Z, who say they don't associate peas with Britain at all. In comparison, 79% of 65+ year olds view peas as a Great British staple.

Peas are grown extensively across the east of the UK, where the crop thrives in the region's maritime climate and fertile farmland. As a result, pea farmers, processors and seed houses ranging from Dundee to East Anglia have joined the national Choose British Peas campaign – which represents a collective of the UK frozen pea industry – in a bid to reverse the long-term decline in pea consumption and reconnect consumers with the British-grown vegetable.

The campaign's supporters include: Anglian Pea Growers (APG), a cooperative of around 130 farmers in Norfolk and Suffolk; Bruce Farms, Perthshire farmers of fruit, vegetables, cereals and livestock; Dundee Cold Stores, Scotland's largest frozen vegetable plant; Elsoms, a Lincolnshire seed company; Eyemouth Freezers, a freezer processing facility on the Scottish Borders; Holbeach Marsh Co-operative, a farmer-owned co-operative in Lincolnshire; and Greenyard, a major frozen fruit and vegetable company based in Kings Lynn, Norfolk.

Antony Greenwood, Commercial Director of Greenyard, explains: "We know from our customers that buying British produce and supporting British farmers is really important to them. British pea production is something we should be proud of, and we want to ensure consumers continue to have the opportunity to choose British-grown peas. That's why we've joined the national campaign, as a reflection of our commitment to both consumers as well as the grower community we work alongside every year, to bring British peas from farms to forks across the country."

To help consumers realise just how different the UK would be without classic British peas, the campaign has recreated a number of iconic British locations and landmarks without the letter 'P' – with new street signs appearing in recent days in famous locations such as Buckingham alace Road, addington, and arliament Street.

Peter Judge, a spokesperson for Choose British Peas, explained: "Frozen peas have been a quiet constant in British kitchens for generations – an integral part of family dinners, school meals and Sunday roasts. Yet they're being increasingly overlooked by consumers, who unfortunately no longer view them as a British staple.

"Despite this, peas actually offer many cost, nutritional and sustainability benefits that we know consumers are seeking from their foods. They are a method of regenerative farming – putting nutrients back into our soils – are zero waste both at home and during harvest – with pea pods returned to the soil – and on top of this, peas boast high levels of plant-based protein and fibre, both of which are hugely important to UK consumers of all ages.

"While removing the letter 'P' from some of Britain's best-known places might raise a smile, it also highlights a serious point. The aim is for this campaign to spark a conversation about just how much these little green vegetables have contributed to our food culture and food security, and why they're worth protecting for generations to come."