In the market for... healthy living

16 January, 2009
Page 26 
By Wayne Caddy
Well, it's certainly no coincidence that, on the back of numerous New Year's resolutions made to strive towards healthier lifestyles in 2009, we may have a boost to help us along.Change4Life is the kickstart of a major campaign launch by the Department of Health. The campaign is a society-wide movement, which aims to prevent people from becoming overweight by encouraging them to eat better and move more.Initially, the first stage of the campaign is targeted at young families. Its priority is focused on poor diet and inactive lifestyles and the relationship between the health and happiness of our children and young people.Change4Life predicts nine out of 10 children today could grow up with dangerous amounts of fat in their bodies by the year 2050. This can cause life-threatening diseases, such as cancer, diabetes and heart disease.The campaign is very compelling and hard-hitting, with a simple message based on a great deal of common sense - 'Eat Well, Move More, Live Longer'.So as bakers can we support this campaign? Of course there is the side of bakery that is treat-orientated and I don't believe this should change at all. Surely the key to a healthier diet and lifestyle is about moderation, frequency and portion size.Bakers should endorse such a campaign and a sub-brand, which is actively encouraged by the campaign. How about Bake4Life?Top Tips to... Bake4Lifel Adopt a product strategy and portfoliol Tell the story through point-of-sale and back up with a poster campaign. Why are your products Bake4Life? And what are the product benefits? l Sugar swaps and snacks are easy wins for kids to swap out of sugar and reduce intake, so target reduced-sugar products or those without added sugarl Use natural sugars such as honeyl Avoid sugary drinks and offer alternatives such as unsweetened fruit juices, milk, water or even sugar-free fizzy drinksl And if kids want to eat treats that taste like treats, then reduce portion sizes to "dinky"l Change4Life recommends healthier snacks, such as breadsticks or cereal barsl Change4Life recommends toast as a breakfast option. Make sure you promote itl Use healthy functional ingredients, typically associated with baking, such as oats, vine fruits, wheatgerm and so on.[]

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