Blue Band manufacturer Upfield has kicked off the ‘Good Breakfast Campaign’ under the margarine brand aimed at tackling poor nutrition by driving awareness on the importance of nutritious breakfast for school going children in Kenya.
The campaign, now in its third year, will run through a school-based programme, targeting to reach two million school children directly and four million more indirectly.
“Our social mission is to make a nutritious breakfast an everyday reality for half a billion school children in Africa for healthier lives and better school performance by making a nutritious breakfast at home available, affordable and desirable,” Ms Phyllis Obote, Head of Regulatory Affairs & Nutrition for Africa at Upfield, said during the launch of the campaign.
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A white paper written by experts in 2016 highlighted the link between a nutritious breakfast and better performance in children. A nutritious breakfast gives children the essential energy and nutrients they need to grow, develop and reach their full potential at school and in their adult life. According to UNICEF, Vitamin and mineral deficiencies have been estimated to cost Sub-Saharan countries more than $2.3 billion every year in lost productivity.
A research study done by TNS revealed the important role of breakfast in ensuring adequate nutrient intake in children and a daily nutritious breakfast may contribute to longer term healthy growth and development of children. For instance, just 2 slices of bread spread with Blue Band each day already fulfills 1/3 of kids’ daily need for Omega 3 & 6 to have a healthy growth and development. Several dietary guidelines in the world define a good breakfast as one that provides 15-25% of daily requirements on energy and micronutrients.
“This campaign will not only impart children with important knowledge on good breakfast, but also contribute to the government’s efforts to improve the nutritional status of Kenyans,” said Ms Obote.
Consumers can join in the campaign by buying the special 500gm pack which would see Blue Band donate breakfast to a needy child for every pack bought.
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