Kellogg's empowers 4 lakh children with the 'Power of Breakfast'

The breakfast cereal company successfully culminates its Breakfast Pledge initiative with the gifting exercise across Delhi, Mumbai, Bangalore, Chennai, Hyderabad and Kolkata

e4m by exchange4media Staff
Updated: Nov 29, 2014 12:09 PM
 Kellogg's empowers 4 lakh children with the 'Power of Breakfast'

Kellogg India, the Indian subsidiary of Kellogg Company, world's leading producer of ready-to-eat cereal and convenience foods completed the Kellogg’s Breakfast Pledge initiative that was kick started in January 2014 by gifting 400,000 breakfasts to school children across the country.

In 2013, Kellogg India supported the ‘India Breakfast Habits Study’ which showed that 1 in 4 Indians claim to skip breakfast and a whopping 72% have a nutritionally inadequate breakfast. Post this revelation, Kellogg’s embarked on the Power of Breakfast Initiative with the intent of spreading the awareness about the importance of breakfast among Indians. In January 2014, Kellogg India launched the Kellogg’s Breakfast Pledge initiative. This initiative called upon people through various touch points to take a pledge to eat breakfast every day; with every pledge, Kellogg’s would gift a breakfast to a child. This was successfully culminated by partnering with United Way of Mumbai (UWM). 400,000 Indians unitedly pledged their support and the company delivered on its commitment, by gifting 400,000 breakfasts to children in the cities of Delhi, Mumbai, Bangalore, Chennai, Hyderabad and Kolkata. The breakfast consisted of a pack of Kellogg’s Anaaj Ka Naashta and a Tetra Pak of milk along with a bowl and spoon. Reinforcing this exercise, an educational module on the importance of breakfast was also included to highlight meal skipping and inadequate food intake particularly at breakfast time.

Speaking about this initiative, Sangeeta Pendurkar, Managing Director, Kellogg India said, “In line with our vision of creating a healthier nation, it is our responsibility to ensure that young India gets the right start to their day with a nutritionally adequate breakfast. A balanced breakfast is imperative to growth and performance, and this is just a start to our commitment of encouraging the nation to adopt a habit of eating balanced breakfast every day. We hope we have made a difference with the gifting of 400,000 breakfasts to children and are grateful to Indians for believing in the Power of Breakfast and pledging their support for this initiative. Besides advocating the importance of breakfast, at Kellogg we have been building the goodness of grains as part of a balanced breakfast through our communication ‘Anaaj Ka Naashta, a solid start for you’.”

Jayanti Shukla, Executive Director, United Way of Mumbai (UWM) said, “It has been very heartening to partner with Kellogg India to spread the ‘Power of Breakfast’ message among children. This initiative also helped them appreciate the significance of starting the day on a healthy note with a nourishing breakfast. We have seen a significant creation of awareness amongst children in schools across India and hope this initiative will go a long way in helping Indians understand the importance of a nutritionally adequate breakfast.”

Breakfast consumption in children is associated with improved memory performance, attention, ability in problem solving, comprehension during reading and listening. Nutritionists believe that breakfast should provide essential nutrients like protein, fibre, vitamins and minerals besides energy. Breakfast should consist of foods from at least three essential food groups (e.g. one serve of grain group, one serve of dairy group and one serve of fruit group).

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