Tetra Pak: Fuelling the Next Generation

CHALLENGE

The UK faces a childhood obesity epidemic. A nutritious, balanced and healthy diet is key to tackling this but parents are struggling to make healthy choices for their children. Packed lunches at school, which are eaten by 50% of children, are a particular problem as there are no official healthy eating guidelines for them. Tetra Pak needed a platform bringing together policymakers, food and drink producers, retailers and schools to discuss how collaboration is key to supporting parents and encouraging healthier choices.

APPROACH

Brands2Life conducted research among parents about their attitudes and frustration with packed lunches. This formed the basis of the ‘Fuelling The Next Generation’ report which gave a snapshot of the issue and provided practical recommendations for stakeholders to work together to overcome them. Tetra Pak also worked with an accredited nutritionist to develop a lesson plan for teachers, helping to get children excited about healthy food and drink at a young age. The lesson was trialled across the UK and is now available as a free online resource for teachers. The report was launched in the media with a press release and at a reception with MPs and stakeholders at the Houses of Parliament.

IMPACT

The report generated debate in the media, with coverage in The Grocer and other leading food and drink industry titles, while the event attracted 20 attendees including several MPs, food and drink producers, major retailers the British Nutrition Foundation and Public Health England. One retailer is investigating developing a ‘healthy lunchbox’ filter for their online shopping site as part of their desire to become the healthiest place to shop.

The campaign placed Tetra Pak at the heart of the debate and demonstrated how a collaborative effort is needed amongst all stakeholders to improve the nation’s health.

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