Bidfood has launched a campaign to encourage children to eat a healthier breakfast after a Public Health England report revealed youngsters are consuming half their daily sugar allowance before school.
Better Breakfast will see the wholesaler work with schools across the country to help them ‘build a better breakfast club’ through pilot workshops, breakfast packs, and a new breakfast club guide.
“We’re passionate about supporting schools to help provide healthy, nutritious meals for pupils,” said Bidfood customer marketing executive for education Hazel Frier.
“Many children are arriving at school each day without having had a nutritious breakfast, which is not only linked to a lack of nutrients and minerals in their diet, but can also lead to less energy and concentration. In fact, research shows that schoolchildren who eat breakfast are twice as likely to perform above average at school than those who don’t.”
The campaign comes four months after Public Health England revealed the average child was eating the equivalent of three cubes of sugar every morning for breakfast.
Sugary cereals, fruit juice and spreads were fuelling record rates of obesity and diabetes, officials said.
“It’s clear to us that when children start their day the right way, they have more energy to learn throughout the day, and our better breakfast campaign aims to help schools achieve this,” added Frier.
“From cereal and porridge to yoghurts and fruit juice, at Bidfood we have everything your school needs to create a great breakfast club.”
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