In light of Jamie Oliver's campaign for healthy school meals and the problem of obesity among children, IFE has introduced a new Fit For Kids section, which highlights food and drink products aimed at children.

There will be plenty of children's drinks with added ingredients at this year's show, reflecting the fact that the beverages industry has become a key area for NPD targeting children and many carbonated drinks are no longer allowed to be sold through vending machines in schools.

The Natural Fruit and Beverage Company in the Scottish pavilion will be promoting its organic fruit juices and Supajus - an Omega-3 enriched orange juice. Both drinks are packaged in squashy pouches to appeal more to children and to fit easily into lunchboxes.

Fellow Scottish exhibitor Sangs (Banff) will be launching One Fruit for children, which contains one portion of the recommended 5-a-day fruit portions.

The drink is a blend of fruit juice and Scottish spring water packaged in 250ml bottles. There are three flavours - orange, pineapple and apple.

Metro Drinks has relaunched its children's drink Juice Patrol in line with the nutritional guidelines for schools. The drink is sweetened with fruit extract instead of sugar.

Made with spring water, fruit juices and extracts, the range is free from any kind of artificial additive. It comes in three flavours - orange & mango, English apple & pear and strawberry & pear. The 330ml plastic bottles with resealable sports caps are sold in packs of 24 and have a nine-month shelf life.

It's not just drinks suppliers targeting the children's food and drink market. Irwin's Bakery, based in Northern Ireland, will be exhibiting its Omega-3 rolls. It claims two of these 40g rolls provide 25% of the recommended daily amount of Omega-3. The rolls also have the same fibre content as wholemeal bread and they contain added calcium. The bakery developed these rolls as part of its lunchbox range.

Irwin's also has a range of muffins, which it says are particularly suited to children's tastes. They can be eaten for breakfast or as a midmorning snack.

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