Abstract PARMALAT AND KELLOGG’S JOIN FORCES TO PROMOTE THE BENEFITS OF A GOOD BREAKFAST. The advertising campaign “Il benessere doppiamento buono” (Doubly Delicious Fitness) officially kicks off the partnership between two companies that are leaders on their respective markets of reference, calling the attention of consumers of all ages to the importance of a good breakfast. Milan, November 4th, 2010 – Two of the leading companies on their respective markets, Kellogg’s and Parmalat, join forces for an important goal: spreading the habit among the Italians of eating breakfast every day. Recent studies have shown that about 10% of children habitually skip breakfast and that 30% do not eat a proper breakfast [1], while the figure for adults in both cases is about 20% [2]. It has been shown, however, that children, teenagers and adults who eat a good breakfast perform better through the morning, and are able to maintain higher levels of concentration and dynamism [3,4]. Clinical studies have shown that the habit of a good breakfast helps prevent obesity [5,6,7] and that low fat milk plays an important role in this [8]. “Parmalat and Kellogg’s, in line with their corporate vocation of promoting healthy nutrition, and like the market leaders they are – declares Antonio Vanoli, General Manager of the Parmalat Group – have undertaken a joint program of consumer awareness to inform them of the benefits of a healthy habit at all ages: starting the day with a balanced, nutritious breakfast.” “The combination of Parmalat milk and Kellogg’s cereals generates a balanced mixture of proteins, carbohydrates, calcium, fiber and vitamins, the ideal way to start the day in high gear, multiplying flavor and well‐being while lowering the fat intake” ‐ explains Antonio Posa, General Manager and CEO of Kellogg Italia. “That is why we decided to valorize our partnership in a joint advertising campaign that summarizes the key values of our cooperation, and that we call “Doubly Delicious Fitness” ‐ concludes Posa. “A good breakfast should contribute about 15% of the daily needs ‐ comments Carlo Cannella, Professor of Food Science at Rome’s “La Sapienza” University – above all carbohydrates ready for use, a portion of protein, but also salts like calcium and vitamins. It should not be too rich in fats and proteins, however, like the classical English breakfast, which is not appropriate for our Mediterranean diet model. The reason why the “Mediterranean” breakfast of milk and cereal is preferable – continues Cannella – resides in the integration of nutrients in these two food groups: with its high content of calcium and proteins with a high biological level, milk is indispensable for the maintenance and growth of the body, and cereal, with its high content of starches that gradually release glucose, ensures a regular supply of energy not only for muscular activity but also, and above all, for cerebral activity”. 1 Ministero della Salute (Italian Health Ministry), “Studio abitudini alimentari e stile di vita dei bambini” (Study of children’s dietary habits and lifestyles), Studio OKkio alla salute (Okkio Health Study) ‐ October 2010. 2 ISTAT 2008. 3 Research Editorial, Affenito S. G., PhD, RD “Breakfast: a Missed Opportunity”, Journal of the Dietetic Association, 565, 2007. 4 Bellisle, F., “Effects of Diet on Behaviour and Cognition in Children”, British J. of Nutrition (2004), 92, Suppl. 2, S227‐ S232. 5 Croezen S., et al., “Skipping Breakfast, Alcohol Consumption and Physical Inactivity as Risk Factors for Overweight and Obesity in Adolescents: Results of the E‐MOVO Project”, Eur J Clin Nutr 63: 405‐412. 6 Sungsoo Cho, et al., ”The Effect of Breakfast Type on Total Daily Energy Intake and Body Mass Index: Results from the Third National Health and Nutrition Examination Survey” (NHANES III), J. of the Am. College of Nutrition, vol.22, n.4, 296‐302, 2003. 7 Purslow L.R., et al., ”Energy Intake at Breakfast and Weight Change; Prospective Study of 6,764 Middle‐aged Men and Women”, Am. J. Epidemiol., 2008 Jan 15; 167 (2): 188‐92. Epub., 2007, Dec 12. 8 Dove E.R., “Skim Milk Compared with a Fruit Drink Acutely Reduces Appetite and Energy Intake in Overweight Men and Women”, Am J. Clin. Nutr. 2009; 90:70‐75. Abstract The campaign entitled “Doubly Delicious Fitness” is currently appearing in the press and it is published in the most important women’s and family magazines, and on billboards in sectors of high visibility, also near large sales points. Parmalat and Kellogg’s have also organized joint events at sales points to communicate the importance of breakfast and give greater visibility to the product offerings. Moreover a contest linked to the product packages and supported by a dedicated website (www.ilsanoprincipio.it) has been organized. * * * Kellogg Company is the world’s leading producer of cereal, and a leading producer of convenience food, including cookies, crackers and cereal bars. In 2009 its turnover was about 13 billion dollars with 31,000 employees. The company is present in over 180 countries in the world, and has production plants in 18 different countries. In Italy, the first Kellogg’s® products were marketed early in 1930, and in 1987 Kellogg Italia S.p.A. was created. In 2009 it had a turnover of 187 million euro with 130 employees. Kellogg’s® Corn Flakes, Special K®, Coco Pops®, Miel Pops®, Kellogg’s Choco Krave®, Rice Krispies®, All‐
Bran®, Frosties®, Kellogg’s Extra®, Optivita®, Nice Morning® and the latest new product Rice Krispies Squares® are the line of Kellogg’s® products, breakfast cereals and cereal snacks, available on the Italian market. www.kelloggs.it The Parmalat Group is one of the few major Italian multinationals in the food industry and a global player in the production and distribution of foods that are essential for everyday wellness: milk, dairy products (yogurt, cream based sauces, desserts and cheese) and fruit beverages, which generated revenues of about 4 billion euros in 2009. About 14,000 people work at Parmalat’s facilities in Europe, the Americas, Africa and Australia. The Group is present in 16 countries with 68 factories and in 10 countries through licensing agreements. Our global brands are Parmalat for milk and dairy products and Santàl for fruit beverages. Fibresse, Omega3, Physical, Vaalia and Zymil are brands marketed in several countries and used for functional products with a high value added. In Italy, where about 2,200 are employed and 12 production plants are operating, the brands that have a primary role in addition to the global and international brands are Berna, Blu Premium, Centrale del Latte di Roma, Lactis and Latte Sole. Parmalat S.p.A., the Group’s Parent Company, has been listed th
on the Italian Stock Exchange since October 6 , 2005. www.parmalat.com, www.parmalat.it Press Contacts: Parmalat ‐ Bianca Frondoni, External Relations [email protected], tel. +39 347.8768248 Kellogg Italia ‐ Silvia Scrofani, Senior PR Consultant Competence Corporate & Marketing Communication [email protected] tel.: +39 02 76281027