Thursday, June 27, 2019


Kellogg India observes National Nutrition Month, unveils #BreakTheHabit
Wednesday, 26 September, 2018, 08 : 00 AM [IST]
Our Bureau, Bengaluru
Kellogg India joined India’s fight against malnutrition and unveiled the #BreakTheHabit campaign to ensure that breakfast is not skipped. The move was close on the heels of the ministry of women and child development, Government of India, which observed the Rashtriya Poshan Maah, the National Nutrition Month, in September.

A survey, titled Nutritional adequacy of breakfast: Its relationship to daily nutrient intake among children, adolescents and adults was conducted in the four key metro cities and supported by Kellogg India.

It suggested that three out of every four Indians, which is about 72 per cent of the country’s population, do not have nutritionally adequate breakfast, and one out of every four actually claimed to skip their breakfast completely.

In this connection, Kellogg India's power packed campaign aims to reverse these numbers and highlights how starting the day with a nourishing breakfast unfolds a power-packed day.

Designed with a strong purpose, this campaign is leveraging TV, radio and social media platforms to create a movement across the country. Celebrities such chefs Ranveer Brar and Pankaj Bhadouria and actress and fitness enthusiast Mandira Bedi have signed up to support the movement and showcase how eating right and starting one’s day right ensures the right well-being and brings along far-reaching health benefits.

An initiative aimed to encourage India to embrace morning nourishment as an unmissable part of its day, the campaign has already grown into a nationwide movement, with leading lifestyle and mommy bloggers inspiring their followers to join the movement too!

“National Nutrition Month is a great initiative by the government which is seeking to make the nutrition mission a people movement. It resonates well with Kellogg as we are a nutrition-focused organisation,” said Sumit Mathur, chief marketing officer, Kellogg India.

In line with the above, we are asking for a simple call to action to consumers this month. Promise that you will not let your loved ones go in the morning without a regular and a nutritious breakfast every day,” he added.

“Breakfast is the most important meal of the day. Unfortunately, not everyone starts their day with a healthy breakfast,” said Brar.

“A healthy breakfast gives one the energy to kick-start your day and has been proven to increase cognitive performance in the classroom, improve nutrient intakes, kick-start your metabolism, promote physical and mental well-being and help make healthier choices throughout the rest of your day,” he added.

“Not only is it convenient, ready-to-eat cereal also makes it easy to start the day with the nutrition people need,” the chef stated.
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