Kellogg s s and Breakfast Clubs

Transcription

1 Kellogg s s and Breakfast Clubs ASSOCIATE PARLIAMENTARY FOOD & HEALTH FORUM February 2010 Jenny Walton

2 Contents Kellogg s involvement with breakfast clubs Kellogg s partnership with the charity ContinYou. The benefits of breakfast. Food guidelines for breakfast clubs

3 What is a breakfast club? Breakfast clubs provide a healthy, nutritious meal for young people at the start of the day in a safe and friendly environment. They run in schools and community venues. They also provide a great opportunity to play, learn and socialise.

4 Kellogg s & Working in partnership since 1998 The UK s expert on breakfast clubs Invested over 1million Supported over 450 clubs 1 million breakfasts served each year

5 Serving breakfast clubs since 1998

6 Why breakfast clubs? For Kids 1 in 6 UK kids do not eat breakfast in the mornings UK Children spend 650m each year on buying food in shops on the way to school 25% of children eat crisps or chocolate on the way to school in the mornings Children who skip breakfast are more likely to snack on calorie dense products later in the day, more likely to be obese and less able to perform well whether at school or at play

7 Why Breakfast Clubs? For teachers If we can just get them to school, then that s 50% of the battle. Mrs Keegan, Headteacher, Lily Lane Primary School. All the innovative teaching strategies in the world cannot motivate a child who is hungry. Mrs Hauxwell, Headteacher, Beechwood Primary School.

8 Why Breakfast Clubs? For Kellogg s Synonymous with Kellogg s Promotes breakfast. Integral in the fight against health inequalities. Promoting breakfast culture not Kellogg s products Long term partnership Sustainable breakfast clubs

9 Breakfast clubs in schools have been shown to improve: Attendance Behaviour Concentration levels Punctuality Improved social skills Increased understanding around healthy eating

10 Breakfast is the most important meal of the day! Children who eat breakfast have better micronutrient intake and status. 1/3 of British milk is consumed with breakfast cereal. Children who eat breakfast cereal tend to have a healthier BMI Around 20% of the key micronutrients B vitamins and Iron come from breakfast cereals. New data from the NDNS shows that approx 2.9% of the salt comes from breakfast.

11 The Breakfast Club Masterclass Identify areas of need Work with local authorities to organise training for two representatives from each school Start up grant from Kellogg s of 350 which is matched by the local authority. Kellogg s & ContinYou have committed to 200 new bf clubs

12 Breakfast Club Awards Celebrate best practice nutrition, extra learning activities, sustainability More than 200,000 awarded to clubs so far Specialist judging panel included Blue Peter presenter Helen Skelton last year

13 Resources ContinYou and Kellogg s website 35,000 visits each year ContinYou hotline Resource pack on how to set up a club

14 Research on the benefits of breakfast clubs New Policy Institute (2001) Raising Kids (2006) Northumbria University (2008) Opinion Matters (2009) A systematic review of the effect of breakfast on the cognitive performance of children and adolescents. Alexa Hoyland, Louise Dye, and Clare L. Lawton 2010 The evidence indicates that breakfast consumption is more beneficial than skipping breakfast, but this effect is more apparent in children whose nutritional status is compromised

15 Back of pack Back of pack support to promote the benefits of breakfast clubs Current space worth 2million AVE

16 Breakfast4life Working with the Department of Health Commitment to ensure every one of the 500 most deprived wards in the UK will have access to a sustainable breakfast club by 2011.

17 Food Guidelines for BF Clubs SFT guidelines for school outside lunch are applicable for breakfast clubs. BF club organisers asked for more information and a guide specifically for breakfast clubs. Something easy to read and easy to abide by. New specific guide developed by an independent team of school nutrition experts, and is based on an original version produced by the Breakfast Club Development Coordinator for Telford & Wrekin Council School Improvement Team Early Years Foundation Stage as part of a Breakfast Clubs Improvement Programme.

18 3 Documents available from January 2010 Available to download or will be Posted on request.