Unprecedented coalition to help reduce obesit...

Unprecedented coalition to help reduce obesity

Reinforcing General Mills' on-going commitment to helping Americans achieve a healthy weight through energy balance, the company joined retailers, non-government organizations and peer food and beverage manufacturers to launch the Healthy Weight Commitment Foundation (HWCF).
The HWCF is a national, multi-year effort to try to help reduce especially childhood obesity by 2015. The HWCF will promote ways to help people achieve a healthy weight through energy balance. The initiative will focus its efforts on three critical areas - the marketplace, the workplace and schools.
For example, studies show that just one in 10 U.S. consumers eat enough fiber. General Mills has responded with innovations in this important area, and now offers more than 30 fiber-added products.
Members of the Healthy Weight Commitment Foundation have already committed $20 million to this joint initiative to raise awareness about the importance of balancing a healthy diet with physical activity, particularly among children ages six to 11 years old and their parents and caregivers. This effort will include a soon-to-be announced national public education campaign on energy balance.
The Robert Wood Johnson Foundation will oversee an independent evaluation of the marketplace initiative, and the evaluation will be reported to the public. The workplace efforts will be reviewed by the National Business Group on Health. The Healthy Schools Partnership combines nutrition education and physical education through curriculum to help children develop healthy habits. The partnership was developed by the American Council for Fitness and Nutrition Foundation, PE4life and the American Dietetic Association Foundation. It also is being evaluated by the University of California at Berkeley Center for Weight and Health.
- everything from yogurt to pancakes - under its category-leading Fiber One brand.
Source: General Mills, Sara Lee Corp. and others

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