As concern about kids' nutrition, rising rates of obesity and overweight among the young seizes more and more media attention, the food industry finds itself increasingly under fire, with bans on advertising to children mooted in the UK, for example.There are no easy answers to what companies can and should do about this challenge and most businesses have yet to formulate a response. Dragon Brand Consulting, in an effort to throw some light on the opportunities, recently researched what parents andchildren think. Children's diet and health have become almost a "national obsession" in the UK the New Zealand's Trade Commissioner in London was recently reported as telling NZ manufacturers planning to export healthy foods for children to die UK. The publication of a study commissioned by the UK Food Standards Agency that confirmed the link between TV advertising of sugary and fatty foods and children's consumption of diem, coupled with intense lobbying by consumer advocacy groups for improvements inthe nutritional profiles of foods marketed at children, against a background of rising rates of child obesity and overweight, have made kids nutrition one of the hottest topics in the UK.
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