Blue Band manufacturer, Upfield has kicked off the Good Breakfast Campaign under the Blue Band brand. Blue Band continues to fulfil its commitment to tackle the serious issue of poor nutrition by driving education around the importance of a good breakfast for school going children in Kenya.
A nutritious breakfast gives children the essential energy and nutrients they need to grow, develop and reach their full potential at school and in their adult life. According to UNICEF, vitamin and mineral deficiencies have been estimated to cost Sub-Saharan countries more than $2.3 billion every year in lost productivity.
The Good Breakfast Campaign seeks to drive behaviour change by creating awareness on the importance of a nutritious breakfast. Blue Band will run the campaign through a schools’ programme across several schools, reaching two million school children directly.
Speaking during the campaign kickoff, head of regulatory affairs and nutrition for Africa at Upfield, Ms. Phyllis Obote said: “Our social mission is to make a nutritious breakfast an everyday reality for half a billion school children in Africa for healthier lives and better school performance.” She further urged Kenyan consumers to join in the campaign by buying the special 500 gram pack which would see Blue Band donate a good breakfast to a needy child for every pack bought.
As part of the campaign, Blue Band will also be engaging with mothers in order to empower them with creative ideas and exciting recipes for making a good breakfast at home with simple ingredients that are easily available. Blue Band understands that it is every mother’s desire to give the best to their children in order to set them up for success and this partnership with them will provide useful support and reassure them that they are doing an amazing job.