In this release:
- Canada's Breakfast Report shines light on the effects of breakfast
- Canadian Olympian Joannie Rochette helps champion breakfast to Canadian kids
- Nutella commits up to $100,000 to support grassroots breakfast initiatives
TORONTO, Sept. 20, 2012 /CNW/ - Most parents know that breakfast is important for their children, yet a significant number of children still aren't getting the breakfast they need each day and teachers are seeing the effects in the classroom.
In fact, new research commissioned by Nutella reveals that more than three quarters (77%) of teachers have given food to a student they thought was hungry. This startling number reinforces that even though parents may think their kids are fine when they leave the house without eating, the effects of skipping breakfast kick-in an hour into the school day - leading teachers to take measures to cope.
Canada's Breakfast Report, a study of Canadian moms and teachers, shows big discrepancies between what parents think and say about breakfast and what teachers are seeing at school. Only 7% of moms claim that, they have let their children go to school at least once a week without eating breakfast. Conversely, teachers believe that number is actually four times higher (29%) based on the behaviour of kids in the classroom. Critically, more than half of teachers (56%) believe poor grades can be related to children not eating the breakfast they should each day.
Though parents are struggling to overcome some barriers, experts say it's crucial that they make it a priority to get their children back to the breakfast table.
"Spending the time as a family to eat breakfast is like putting money in people's physical, mental and emotional banks," says developmental psychologist Dr. Tony Volk. "Not eating breakfast goes beyond the food itself - it can impact a child's ability to concentrate which effects their grades, behaviour and ability to socialize."
The good news is that when children come to school after eating a balanced breakfast, teachers see encouraging results:
- 82% of teachers agree that breakfast improves a student's capacity to learn;
- 62% see an ability to retain learning;
- 69% say it improves a student's ability or willingness to interact with other students.
As part of an ongoing mission to champion breakfast, Nutella has enlisted Olympian Joannie Rochette to help inspire children to eat breakfast each day in order to reach their full potential.
"Mornings were a busy time in my family, but no matter how hectic my morning was I always made sure that I had breakfast," says Joannie Rochette, Olympian and Nutella spokesperson. "It gave me the start I needed to get out of bed and onto the ice."
The report also shows that Canadians are eager for help. Two-thirds (66%) of moms agree that ideas for making breakfast more fun could help their family eat breakfast more frequently. Moms cited a number of ways that breakfast could be more fun including; changing up routines, listening to music and trying new and fun foods.
Today also marks the launch of The Nutella Breakfast Table Fund, a grass roots initiative that will provide up to $100,000 to individuals and organizations across Canada that are championing breakfast.
"Nutella has been a part of breakfast in Canada for over 40 years, but our support goes beyond our product," says Shoshana Price, senior brand manager for Nutella. "Our mission is to help Canadian children get the start they need to succeed everyday. The Nutella Breakfast Table Fund will allow us to support Canadians who are helping others discover the joy of breakfast in communities across Canada."
Passionate Canadians who are doing their part to help kids eat breakfast can apply for funding through The Nutella Breakfast Table on Facebook by visiting www.facebook.com/TheBreakfastTable until December 31, 2012. Fund recipients will be announced in February 2013.
Nutella believes in the importance of breakfast for Canadian children. This year Nutella is taking its commitment to breakfast further. The Nutella Breakfast Table Fund initiative is designed to help more Canadian children eat the breakfast they need every day. To learn more visit www.facebook.com/TheBreakfastTable
Canada's Breakfast Report Methodology
Two separate concurrent surveys were conducted between June 14 and June 21, 2012 to collect data for Canada's Breakfast Report:
Survey of more than 2,000 Canadian moms
An Ipsos I-Say online panel was conducted, which collected responses from 2019 Canadian moms with at least one child between the ages of 5 and 12. The survey had a 95% confidence level, with a margin of error of +/- 2.2%.
Survey of more than 400 Canadian elementary school teachers
Ipsos (using the Ipsos I-Say online panel as well as three other outside vendor panels) conducted an online survey of 405 Canadian teachers who are currently teaching at least one elementary school class (i.e. Kindergarten to Grade 8). The survey had a 95% confidence level, with a margin of error of +/- 4.9%.
Image with caption: "Joannie Rochette and Nutella teamed up this morning to reveal results from Canada's Breakfast Report and announce The Nutella Breakfast Table Fund (CNW Group/Nutella)". Image available at: http://photos.newswire.ca/images/download/20120920_C8218_PHOTO_EN_18170.jpg
For further information:
416.960.5100 ext. 226