MILO® unveils campaign to sensitize Kenyans on the importance of breakfast

To Press Releases listApr 7, 2014

Nairobi, 7th April 2014: Nestlé Kenya, through its MILO® brand has launched a campaign to highlight breakfast as the most important meal of the day and to drive Kenyans to practice better breakfast eating habits as a great way to stay healthy and to achieve their lifestyle ambitions.

Speaking during the launch of the breakfast campaign, Svetlana Obruchkova, Managing Director Nestlé Kenya, said, “While many Kenyans disregard breakfast usually citing lack of time, it may more often be a lack of relevant nutrition information that inform their eating habits.”She, added, “Our message is, it is important that you eat breakfast. The time invested in breakfast is much more valuable than the few extra minutes of sleep one may get in bypassing the morning meal.”

At the same time, Nestlé also announced the unveiling of a ‘MILO® Nutrition Calculator’ an online tool that will be available to all Kenyans that easily and quickly calculates the nutritional value of their family meals. “MILO® Nutrition Calculator will offer parents nutrition support and can be accessed via smart phone, tablet or computer for free,” said Svetlana.

A study conducted in the UK (in 2010) revealed that almost a third of children regularly go without breakfast before school, and that this category is more likely to be inactive, unfit and obese, as compared to children who take breakfast. A similar study showed one third of children in Malaysia skip breakfast before they go to school.

However, researchers conclude that disregarding the breakfast meal is even more prevalent in developing countries where putting one meal on the table is a real struggle. In Nairobi, for instance, 45% of the population can only afford a single meal a day; and most of the times this is not breakfast!

To make matters worse, almost a third of the Kenyan population (10 million people) are chronically food insecure which means they cannot afford the morning meal.

According to Hon. Prof. Ruth Oniang’o, Editor-in-Chief, African Journal of Food, Agriculture, Nutrition and Development (AJFAND), poor eating habits which include missing breakfast are common causes of obesity, stunted growth and malnutrition. “Children who skip breakfast have high chances of being tardy and absent from school more often than children who eat breakfast on a regular basis,” said Prof. Oniang’o.

“Our message to caregivers and parents is: if you seem unable to make time for breakfast, consider enrolling your children in a school breakfast program, if possible, or pack a breakfast bag,” said Svetlana.

A good breakfast can be as quick and easy as splashing some milk over cereal. “A cup of MILO® which is a fortified beverage, makes it a healthy and nutritious part of breakfast for growing children,” she added.

MILO contains 7 essential vitamins & minerals and adds to the nutritional value of milk, itself rich in 10 essential nutrients. The fortified chocolate-malt beverage is often associated with sports as it provides energy necessary for kids to grow healthy and active in sports.