Challenging consumers to ‘Eat More Whole Grains’

This week we celebrated the British Nutrition Foundation’s (BNF) first ‘Healthy Eating Week @ Home’ – a new, virtual alternative to its annual, nation-wide June event. Spanning seven days (22-28 June), it encourages families to take part in daily challenges and virtual cook-a-longs to increase their knowledge of healthy eating and wellbeing while staying home.

As a business, CPW UK has followed the BNF’s annual Healthy Eating Week for a number of years, which is why we’re proud to announce that this year we are official supporters. We are delighted to get behind the event in its new virtual format and take part in the BNF’s seven daily health challenges for 2020, but particularly on Tuesday.

Tuesday’s challenge was all about ‘Eating More Whole Grains’ with the aim being to raise awareness of whole grain as a great way to increase fibre intake, and challenge consumers to have a whole grain option with at least one of their main meals every day.

At CPW UK, raising awareness of the benefits of whole grain in the diet is something we are passionate about and rightly so. Our own research showed that over two in five (44%) consumers said a lack of understanding about whole grain’s health benefits was holding them back from consumption – despite the fact that it could benefit over a quarter (29%) who say they don’t eat enough fibre.

It’s for this reason we’re so pleased to see the BNF dedicate an entire day during Healthy Eating Week @ Home to whole grains.

To help those consumers planning to complete the BNF’s ‘Eat More Whole Grains’ challenge this week and beyond, retailers can stock Nestlé Cereals products which boldly display the green banner. You can find it on cereals like Shredded Wheat, Shreddies and Cheerios indicating that the cereal contains whole grain as the number one ingredient. When consumers see this, they can be confident that they are getting at least 8g of whole grain per serving. I would say an easy and convenient way to meet the ‘Eat More Whole Grains’ challenge this week!

At CPUK we would like to wish everyone a happy Healthy Eating Week @ Home and thank the BNF for their commitment to raising awareness of the importance of whole grain. We hope it inspires a greater understanding of its many nutritional values, amongst both consumers and retailers alike.