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Milking the Benefits of Breakfast

23 June 2008

UK - The Association of Cereal Food Manufacturers (ACFM) is announcing it is to work in partnership with Dairy UK and The Dairy Council to increase awareness of the health benefits of breakfast cereal with milk amongst UK consumers.

The new strategic partnership will begin this month with the launch of new YouGov research, which highlights the vital role a bowl of breakfast cereal and milk can play in providing people, particularly teenagers, with their essential daily nutrients.

The joint marketing plan will continue throughout the summer and autumn with a series of news stories on the benefits of breakfast cereal and milk, giving a boost to the breakfast cereal and milk categories, which are currently worth £1.2bn and £3bn respectively.

Juliet Bennett, spokesperson for the ACFM, comments: “Our research shows that eating a bowl of breakfast cereal is the most popular way for people in the UK to consume milk, and working in partnership with the dairy sector to promote the joint health benefits of these two staples makes perfect sense. The vital nutrients that cereal and milk provide, such as fibre, folate and calcium are those that can often be in short supply in the overall diet. We’re very excited to be working with Dairy UK and The Dairy Council, and believe this will be the start of a successful and mutually beneficial partnership.”

Jim Begg, Director General, Dairy UK, comments: “As UK consumers become increasingly health conscious, it’s vital that the dairy industry continues to communicate the role of milk within a healthy balanced diet. Breakfast cereal with milk is the ideal way for people to get their important daily nutrients, including calcium, and we’re delighted to be working with the cereal industry to communicate this important message.”

The benefits of eating breakfast are now widely recognised, with 60% of UK consumers believing it to be the most important meal of the day1. The FSA also recommends eating breakfast as one of their ‘Top Tips’ in their Eat Well leaflet, and goes on to suggest having wholegrain cereals with fruit or fruit juice.

Through their joint communications, ACFM, Dairy UK and The Dairy Council will encourage increased consumption by positioning breakfast cereal with milk as the best way to start the day, due to its nutrient density and convenience.

TheCattleSite News Desk



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