Children’s yogurt brand Yoplait has revealed that half of parent fear they are letting their children down when it comes to nutritious food and has today (22 May) revealed shoppers’ concerns when it comes to providing their kids with the right products.
Despite 90% of parents claiming to understand nutrition, this new research reveals more than half (58%) still worry their little ones aren’t getting the essential nutrients they need, especially when it comes to calcium and vitamin D, both crucial for healthy bone development.
Many parents face a knowledge gap when it comes to children’s nutrition. One in four are unsure about the daily requirements for calcium and vitamin D, and one in five unfamiliar with the concept of ‘dietary fortification.’ This is a rising concern with calcium intake in children dropping significantly over the past decade, and almost 20% of four to ten-year-olds now vitamin D deficient.
As part of its mission to raise awareness of the importance of a balanced diet for children, Yoplait has teamed up with bestselling children’s author and dad-of-three Tom Fletcher (pictured above) to launch a national campaign tackling the hidden crisis of childhood calcium and vitamin D deficiency - starting with a bold reimagining of nursery rhyme icon Humpty Dumpty. Once a symbol of fragility, Humpty is now reborn to bounce back stronger, highlighting the importance of calcium and vitamin D to build healthy bones from an early age.
A survey of 2,000 UK parents of children aged four to ten found of the 58% who said they’re worried, 28% are unsure about sugar content in food, with 24% struggling to spot signs of nutrient deficiencies. On top of that, a third (34%) blame unclear/confusing food labelling. To tackle this, Yoplait is working with its customers on clear displays and in-store education for fortified kids’ yogurts.
Antoine Hours, general manager of Yoplait UK, said: “Last March we launched our report on the relationship between children and yogurt, which highlighted alarming statistics around kids’ declining health. This year’s research shows how difficult parents find navigating their kids’ nutrition. A quarter of parents are unsure of how much calcium and vitamin D their children should be having in their daily diet, and as a result, we’re seeing signs of modern-day malnutrition, with bone diseases like rickets making a resurgence.
“Retailers play an incredibly important role, especially around the fortification of yogurts. If they showcase products that have higher levels of calcium and vitamin D with clear educational sign posting, parents will be more likely to find and understand the nutritional benefits. Stocking different pack formats for different occasions also help parents find nutritional snacks for on the go or at home – and yoghurts are an affordable choice too, meaning nutrition is accessible to all.”
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