New program aims to make breakfast nutrition a habit


    21-day Challenge supports Breakfast for Learning

    TORONTO, May 13 /CNW/ - The Better Breakfast Challenge, a national public
education and fundraising campaign launching today, is out to change the poor
morning nutrition of Canadian children. The Challenge has two goals: to
encourage all Canadian families to eat a healthy breakfast every day and to
support the breakfast programs of Breakfast for Learning.
    The Better Breakfast Challenge seeks to address the disturbing statistic
that 31 per cent of elementary and 62 per cent of secondary students do not
eat breakfast every day.
    A new study(1) of Canadian breakfast eating habits found that 90 per cent
of Canadian parents believe eating breakfast is very important to their
child's daily health, mental performance and emotional state(2). That's the
inspiration behind the Better Breakfast Challenge, which encourages parents to
help kids eat a healthy breakfast 21 days in a row (based on the common wisdom
that it takes that long to form a new habit).
    "We know that nutrition habits decline as kids age," says Jodi Robinson,
a Toronto-based Registered Dietitian, "so it's really important for parents to
set children up for future nutrition success by getting them into a routine of
eating a daily breakfast that includes three to four of the foods groups from
Canada's Food Guide."---------------------------------------
    (1) Ipsos Reid, Ipsos I-Say Online Panel, March 31 - April 3, 2009 dataTake the challenge online

    Canadians can sign up for the Better Breakfast Challenge, sponsored by
long time breakfast staple, Nutella, at www.nutellabreakfastchallenge.com,
where parents can also learn about the top five reasons kids should eat
breakfast, find easy recipes for on-the-go families and learn tips to
encourage kids to eat breakfast.

    Nourishing Breakfast Programs

    For every participant who signs up for the Challenge, one dollar will be
donated to Breakfast for Learning to help ensure students attend school well
nourished and ready to learn. Breakfast for Learning is a national non-profit
organization that has helped nourish more than 1.5 million children and youth
since its inception.
    There is a strong need for funding to support meal programs in Canada.
The demand for child nutrition programs far surpasses funding currently
available through the Breakfast for Learning grant program with only 27% of
requests across the country awarded in 2008.
    "Through participating in the Better Breakfast Challenge, families are
helping ensure that students across the country get the proper nutrition they
need for healthy development," says Wendy Wong, President & CEO of Breakfast
for Learning. "With the current economy and rising foods costs, we are seeing
a greater reliance on child nutrition programs. By signing up for the
Challenge, parents can help their own children develop life-long healthy
eating habits, as well as make an investment into a bright future for
thousands of others who rely on our programs."
    "We are committed to helping support nutritious breakfasts for all
Canadian children," says Mark Wakefield of Nutella. "By educating parents
about what a nutritious breakfast means and by helping generate a source of
funds for an important organization like Breakfast for Learning we can support
healthier eating habits that will stay with kids for a lifetime."

    About Breakfast for Learning

    Breakfast for Learning is the leading, national non-profit organization
dedicated to child nutrition programs in Canada. Breakfast for Learning helps
start and sustain school-based breakfast, lunch and snack programs across the
country. As the nation's leading advocate for quality nutrition in schools,
Breakfast for Learning champions a community-model that brings together
public, private and volunteer sectors to provide nutritious food in caring,
community-centred programs. For more information, visit
www.breakfastforlearning.ca.




For further information: on the Better Breakfast Challenge, please
contact: Rebecca Fair, Megan Matthews, Harbinger, (416) 960-5100 x248/x232,
rfair@harbingerideas.com, mmatthews@harbingerideas.com