More than half (58%) of all parents still worry children aren’t getting the essential nutrients they need, especially when it comes to calcium and vitamin D, according to a poll of 2,000 people by Yoplait.
The findings showed “how difficult parents find navigating their kids’ nutrition”, said the brand, which last year warned children were being fed too many snacks and not enough dairy.
Despite 90% of parents claiming to understand nutrition, 58% have said they are worried, 28% are unsure about sugar content in food and 24% struggle to spot signs of nutrient deficiencies.
“Last March we launched our report on the relationship between children and yoghurt, which highlighted alarming statistics around kids’ declining health,” said Antoine Hours, general manager of Yoplait UK. “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 in children,” he added.
The brand said that many parents had a knowledge gap when it came to children’s nutrition, with one in five unfamiliar with the concept of ‘dietary fortification’.
This was a rising concern with calcium intake in children dropping significantly over the past decade, and almost 20% of four to 10-year-olds now vitamin D deficient, which ultimately put their long-term bone health at risk, Yoplait added.
“At Yoplait, it’s our mission to prioritise and champion children’s health, and support and educate parents on the nutritional value of kids’ yoghurt,” said Hours. “Small changes to children’s diets like giving them calcium-rich foods such as fortified yoghurt can go a long way in contributing to their nutrition.”
Additionally, a third (34%) blamed unclear or confusing food labelling, which is why Yoplait is working with its customers, including Sainsbury’s on clear displays and in-store education for fortified children’s yoghurts.
“Retailers play an incredibly important role in this education, especially around the fortification of yoghurts,” said Hours. “If retailers showcase products that have higher levels of calcium and vitamin D with clear educational signposting, 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,” he added.
Yoplait has partnered with McFly band member and children’s author Tom Fletcher to launch a national campaign tackling the “hidden crisis of childhood calcium and vitamin D deficiency”, starting with a reimagining of Humpty Dumpty. The character is reimagined to bounce back stronger from his fall, highlighting the importance of calcium and vitamin D to build healthy bones.‘
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