Dairy Crest has scored a major marketing coup by persuading children’s expert Professor Robert Winston to front its new Omega-3 milk St Ivel Advance.
It is the first time the presenter of the BBC series Child of Our Time has endorsed a product, and comes on the back of research highlighting the impact fish oils have on behaviour and learning abilities in children.
Winston is likely to be involved in a TV campaign for St Ivel Advance, which was the first branded fresh milk to contain Omega-3 (The Grocer, May 21, p78).
He told The Grocer: “I have never been involved in commercial products before but this is something that is really valuable for children.
“Dairy Crest are doing things in an honest way.”
The industry needed to respond to increasing concern about poor children’s diets, or face legislation forcing it to increase or decrease certain compounds, he added.