KelloggKellogg’’s and s and Breakfast ClubsBreakfast Clubs

ASSOCIATE PARLIAMENTARYFOOD & HEALTH FORUM

February 2010

Jenny Walton

Contents

• Kellogg’s involvement with breakfast clubs• Kellogg’s partnership with the charity

ContinYou.• The benefits of breakfast.• Food guidelines for breakfast clubs

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.

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

Serving breakfast clubs since 1998…

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 likelyto snack on calorie dense products later in theday, more likely to be obese and less able to perform well whether at school or at play

“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.

Why Breakfast Clubs? For teachers

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

Breakfast clubs in schools have been shown to improve:

Attendance

Punctuality

Concentration levels

Improved social skills

Behaviour

Increased understanding around healthy eating

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.

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 09-11.

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

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

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

Back of pack• Back of pack support to

promote the benefits of breakfast clubs

• Current space worth £2million AVE

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.

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 Co-ordinator for Telford & Wrekin Council School Improvement Team – Early Years Foundation Stage as part of a Breakfast Clubs Improvement Programme.

3 Documents available from January 2010

Available to download or will be Posted on request.