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Understanding eating and drinking practices

UNDERSTANDING DRINKING & EATING PRACTICES

In each country, the local nutrition and health contexts vary vastly. True, eating starts by fulfilling the body’s needs. But defining a diet is not just a measure of what people eat.

It also consists in identifying social interactions, how people organize their food and the reasons behind these choices. Because beyond nutritional needs, we also eat sense and symbols.

Through its NutriPlanet programme, Danone Nutricia Research aims to understand this whole in order to develop locally relevant solutions and products.

NUTRIPLANET – A COMBINATION OF 3 RESEARCH ASSETS
NUTRIPLANET – A COMBINATION OF 3 RESEARCH ASSETS
BIOLOGICAL & NUTRITIONAL NEEDS
53 countries covered

NUTRIPLANET STUDIES

Analysis of local nutrition and health contexts based on a review of the scientific literature and enhanced by interviews with local experts and key opinion leaders.

15 countries covered

FLUID INTAKE NATIONAL SURVEYS

A specific prospective method measuring fluid intake through a 7-day diary kept by children and adults.

 

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SOCIAL & CULTURAL PRACTICES
In partnership with Cirad

FOODSTYLES STUDIES

Analysis of drinking & eating social norms/practices and their associated representations. FoodStyles studies have been performed with external experts and scientific methodologies from the food socio-anthropology field.

Eat Like a Champ

Public Health Context:

1 out of 3 of children in England are overweight or obese at age 11. If we do not change behaviours now, 90% of the population will be overweight or obese by 2050. It would cost £50b to the UK economy.

Danone’s Purpose:
Inspire primary school children across the UK to lead healthier lifestyles.

Key contact: Adam Grant - GM Danone UK & Ireland

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OUR APPROACH:

  • Make nutrition education exciting for kids in order to inspire them to adopt the healthy choices of champions they admire.
  • This translated in A 6-week unbranded healthy-eating education program, aimed at primary school children aged 9-10 years old.
  • We developed a comprehensive toolkit and website for teachers in partnership with the British Nutrition Foundation.
  • And this initiative offered Danone employees the opportunity to volunteer in Eat-Like-A-Champ related activities
Business Impact
  • Eat Like a Champ is building Danone’s credibility and reputation as a health partner with key stakeholders (government, NGO’s, local authorities) and the general public.

     

  • We are becoming a stakeholder for our stakeholders: Danone was invited by the  Mayor of London to be their main Healthy Schools partner. This gives our teams potential access to 2,400 London schools.

     

  • The program proves to be a great incentive: 50% of Danoners volunteer for it annually.

Public health impact
  • The program was piloted in 50 London classes in 2010. It is now delivered to 1,500 classes across the UK and reaches over 40,000 children each year.

     

  • Independent scientific research conducted by the Children’s Food Trust demonstrate that children taking part in the “Eat Like A Champ” program shifted their behaviours towards healthier eating habits. Specific changes observed were equivalent to one less chocolate bar per week per child and two more portions of fruit per week per child for example

Stakeholder engagement
  • Eat Like a Champ has been developed with the British Nutrition Foundation, in support of Change4Life, the government’s public health education program

  • Eat Like a Champ is one of Danone’s commitments communicated to the EU Platform on Diet, Physical Activity and Health

  • Danone is a partner of the National Obesity Awareness Week, and held a Healthy Eating Quiz in the House of Commons with MP’s and children

  • Danone sponsors the Science Museum’s “Cravings” exhibition to raise mass awareness regarding individuals’ complex relationship with food