Today’s papers were quick to pick up on a survey revealing that more and more children are going into school hungry. Seventy-nine per cent of teachers reckoned kids were turning up with rumbling tums, and more than half said the problem was getting worse.
The survey was commissioned by Kellogg’s - reminding us of Warburtons’ claim that the nutritional benefits of bread are rather undersold. But while the cereals giant obviously has a vested interest, that doesn’t mean its research should be overlooked.
It blames a mixture of financial hardships and parental apathy for the problem - but this represents an opportunity for all brands, not just Kellogg’s. Making sure children (and adults, for that matter) are properly nourished when they arrive to do a day’s work is important, and brands that help to achieve this will surely reap the rewards - provide and market an affordable, healthy breakfast and the health-conscious hordes will come a-flocking.
In this Saturday’s magazine, we’ll be taking a look at the healthiness of some of the products that are trying to do just that, in particular the breakfast biscuits that have been successfully brought to market recently.
Was Johnny Vaughan right to derisively snort at the concept of “biscuits for breakfast” in the Belvita TV ads? You might be surprised at some of the results.
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