Iceland and BDA launch ‘healthy’ book

Iceland and the British Dietetic Association (BDA) have teamed up to launch a healthy-eating book called “Cool Food” to help schools teach children about healthy eating.

The book is being sent to almost 25,000 primary schools following research by Mintel International revealing that only 18 per cent of UK parents observe governmental guidelines suggesting children be given five portions of fresh fruit or vegetables a day.

The research was commissioned by Iceland as part of the ITV Year of Promise.

Iceland technical director Bill Wadsworth says a lack of understanding about the link between diet and long-term health is one of the major barriers to healthy eating.

Iceland says it has avoided branding the book in line with strict National Curriculum guidelines.

Supermarkets have recently come under fire from food groups claiming they are being irresponsible by targeting food products at children.

Rupert Howell, president of the Institute of Practitioners in Advertising (IPA), also warned advertisers about the risks of marketing to children in a speech at last week’s IPA New Year Reception.

Sainsbury’s and Tesco have launched food products aimed at children (MW January 18), claiming they do not include excessive amounts of fat, salt and sugar.

Iceland this week announced a fall in sales of 5.5 per cent for the four weeks ending December 28. The chain says that its organic-only approach was a mistake and should have been tested before being rolled out nationally.

Chief executive Bill Grimsey blames the lack of variety in the range and says the chain will return to selling non-organic ranges alongside organic ranges that do sell.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here