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Start Healthy, Stay Healthy™: a Nestlé Nutrition Initiative to Establish Healthy Eating Habits Early
Kathleen Reidy, DrPH, RD
Head, Nutrition Science,, Nestlé Infant Nutrition1
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Start Healthy, Stay Healthy ™ is Gerber’s Commitment to Early Childhood Nutrition
SCIENCEElevate the nutrition conversation through scientific leadership
PRODUCTINNOVATION
Integrate developmental and nutrition science
for advanced product design
EDUCATIONTranslate complex nutrition science for all stakeholders
“What happens to a child during the first years of life is important to their current and future health and well-being… into adulthood. However, national efforts to prevent obesity have not paid enough attention to infants, toddlers, and preschool children. The
committee’s report highlights the urgent need for early prevention.”
Pregnancy Preschool
Focus on Very Early Prevention is Critical, but Limited
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Modifiable Factors Associated with Early Obesity (J Obesity, 2012)
• Lack of breastfeeding• Diet quality and quantity:
– Early introduction (< 4 months) of complementary foods– High intake of sweetened beverages– Low intake of fruit and vegetables
• Habitual ‘food away from home’• Lack of family meals• Lack of responsive caregiver feeding behaviors (e.g., low attention to
hunger and satiety cues; use of overly restrictive or controlling feeding )• Low nocturnal sleep duration• TV / Screen viewing time; decreased active play
Pregnancy Preschool
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Science Driven: FITS Provides Great Insights about Children’s Diets• Dietary survey of over 3,000 infants & toddlers
• Snapshot of nutrient intakes and dietary patterns
• Fills an important information gap
• Published in 25+ peer-reviewed journal articles
2008 Key Findings• Improvements in breastfeeding and delayed
introduction of sweets• Continuing lack of fruits and vegetables• Infant and Toddler dietary gaps• Preschooler diets high in sodium and
saturated fats• Sweets constitute almost 15% of preschooler
calories
2002 Key Findings• Lack of fruits and vegetables • Sweets introduced very early• Snacks contribute 30% of toddlers’ calories • Infant and Toddler dietary gaps
FITS has helped in shaping efforts in childhood nutrition
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Influencing Public Health Policy Sharing with Health Professionals
Changing Our Products and ServicesEducating Through the Media
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FITS Insight: Parents Don’t Recognize Overweight
BMI Category Terminology< 5th percentile Underweight
5th-84th percentile Healthy weight85th-94th percentile Overweight
≥ 95th percentile Obesity
24-59 MonthsNHANES, 1999-2004, 2007-2008
24-47 MonthsFITS 2008
Mei et al, J Pediatr 2008;153:622-8; Ogden et al JAMA 2010;303(3):242-9National Health and Nutrition Examination Survey (NHANES) 1999-2004, 2007-2008
BMI Categories for Children 2-19 years
Do you consider your child’s weight to be:
FITS 2008 - Table 164, Recruitment Interview, Question E3
About right89.1%
Underweight8.6%
Overweight2.2%
Healthy weight75.8%
Underweight3.0%
Overweight10.8%
Obese10.4%
Food Consumption Patterns are Set by 18 Months of Age
Perc
ent o
f Cal
orie
s
/ Formula
After 18 months of age, the consistency of intake by food group is remarkably constant.The stage is set for long term dietary patterns – and the current patterns are far from ideal
FITS 2008
Percent of Energy From Major Food Groups
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Most Parents Think Their Child’s Diet has Enough Fruit and Vegetables, BUT…
6-11 12-23 24-35 36-47
83% 84%77% 72%
Age in Months
Source: FITS 2008
Percent of parents who think their child gets enough fruits and veggies
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…Preschoolers are More Likely to have a Sweet than a Fruit or Vegetable
6-9 9-12 12-24 24-36 36-48
63%72% 71% 71% 68%65%
81% 77% 73% 72%
17%
43%
72%
82%89%
Any Vegetable Any Fruit * Any Type of Sweet
Age in Months
Percentage of Children Consuming
*excludes fruit juice
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Gerber Innovation:
Start Healthy, Stay Healthy ™ : Product Innovation
FITS Insight:
Lack of fruits and vegetables
Inadequate intake of essential fats/high sat fat
Whole grain gap
Too many sweets and 25% of calories from snacks
Lil’ Entrees – one serving of vegetables; cheese sauce made with squash
Graduates Grabbers - fruit puree in self-feeding package
Dairy products with healthier fats – Omega 3 from canola oil
Pasta and finger foods made with whole grains
Healthier snack alternatives – such as Yogurt and yogurt melts
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Consumer Education is at the Heart of the SHSH System
Social
24/7 CallCenter with
RDs and lactation
consultants
Direct Mail
Digital
Mobile
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Direct Mail Format was Designed by Millennial Moms
• What it is:– Research driven format and style– Redefined to improve consumer
comprehension– Objective educational content– Stronger link to digital assets to learn more
• Reaches:– Reaches approximately 2.1MM new moms/yr– Maintains engagement with 6.0MM moms/yr– Generates 24,000,000 impressions per year– Flexibility to update creative on a monthly basis
• Provides:– Information on nutritional needs and
developmental milestones at each stage
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Our 12-Video ‘How To’ Library Leverages Sight, Sound and Motion to Educate Moms
• Why It Works:– Digital format highly relevant
to today’s mom– Features Millennial Mom
speaking (vs. Medical Professional)
– 62,000 Views to Date– YouTube is the #2 Search Engine
in America
• "How to" Videos on feeding at every stage of development:– How to add variety to your
baby’s diet – How to Feed Your Toddler– Feeding a Picky Eater
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Science Driven Tools: Interactive Menu Planner to Teach Mom about a Healthy Diet at Different Developmental Stages
• Generates nutritionally-appropriate menus– Based on both nutrients and
food groups IOM, AAP and MyPyramid
– Uses USDA nutrient database– Based on developmental
stages– Interactive and customizable
• Meets consumer need– 600,000 gerber.com visits per
month– 60,000 Menu Planner
downloads per month
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Growth Tracker Chart’s Baby’s Growth for You
Body Mass Index (BMI) ChartWeight & Length/Height Data
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USDA Partner – Supporting MyPlate Educational Messages
Theme: Foods to ReduceKey Message: Drink water instead of sugary drinks
We Must Start Prevention Efforts Earlier: Known Modifiable Factors Associated with Early Obesity (J Obesity, 2012)
Research is needed on HOW TO modify these factors• Lack of breastfeeding• Diet quality and quantity:
– Early introduction (< 4 months) of complementary foods– High intake of sweetened beverages– Low intake of fruit and vegetables
• Habitual ‘food away from home’• Lack of family meals• Lack of responsive caregiver feeding behaviors (e.g., low attention to hunger and
satiety cues; use of overly restrictive or controlling feeding )• Low nocturnal sleep duration• TV / Screen viewing time; decreased active play
Pregnancy Preschool
18
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