NEWS FROM GROWING UP MILK

UK Toddlers' Taste For Technology

62% of Toddlers demand a side of Peppa Pig with supper

TV dinners and smartphone suppers begin in toddlerhood for almost two-thirds of the nation’s little ones (62%), a survey from GrowingUpMilkInfo.com released today reveals.

A side of Peppa Pig with supper

Toddlers are more likely to identify cartoon characters than the food on their plate. Peppa Pig is the most recognisable, with three fifths of toddlers (60%) able to identify the cartoon pig, compared to just over a third (34%) being able to name broccoli. Thomas the Tank Engine is more familiar to toddlers than olives (16%) and avocado (6%), with one in four (42%) able to choo-choose him when asked.

When it comes to knowledge of toddlers' nutritional needs, almost a quarter of parents (24%) admit they are more familiar with the weekly TV schedule than their little ones' daily vitamin D dietary requirement.

Three quarters (75%) of parents admit to using technology to persuade their little one to finish a meal, with one in five (20%) mums and dads spending less than five minutes of the meal talking to their toddler about the food they are eating.

Leading child nutritionist Dr Carrie Ruxton comments: "Toddlers have specific nutritional requirements that aren’t always easy to meet, especially when it comes to topping up their diet with important vitamins and minerals, such as vitamin D. Offering your little one a healthy balanced toddler diet can be a struggle at the best of times but, as the survey reveals, it's only made more difficult when they're distracted by technology.  

 "Parents need to be well informed about their toddler's nutritional needs, in order to ensure their diet is being supported during this period of growth and development. Unfortunately, our toddlers don't make it easy for us though, with the survey revealing a quarter (25%) of the nation's little ones leave their fruit and vegetables till last on their plate. Because of this, it's worth knowing there are fortified products that are easy to offer on a daily basis to help top-up their diets. For example, just two 150ml beakers a day of Growing Up Milk provides 73% of toddlers’ daily dietary recommendation for vitamin D."

An iPad a day keeps the tantrums at bay

While almost half of UK parents (41%) see the everyday meal occasion as an opportunity for family bonding, the GrowingUpMilkInfo.com research reveals a majority of toddlers (69%) are often transfixed by a screen during family mealtimes and would kick up a fuss if the TV or iPad was switched off.

More than a third of those toddlers watch TV or a DVD (36%) at the table. Hand-held gadgets are next with iPads (28%) coming second, followed by smartphones (24%) and hand-held games (12%).

Tantrums (38%) and boredom (35%) are the main reasons most mums and dads turn to technology during mealtimes, with just one in twenty (5%) prioritising the nutrition of their little one at the table.

GrowingUpMilkInfo.com Child Psychologist, Dr Richard Woolfson comments: “The family meal can be such a wonderful time for parents and children alike. It allows them to share their feelings, thoughts, and ideas through face-to-face communication, while also giving parents the opportunity to encourage positive eating habits and provide good nutrition to support this amazing period of toddler growth and development.

"Unfortunately, this research reveals that a high percentage of parents allow their toddler to play with a gadget while munching at mealtimes, which is a cause for concern. Although technology does add new and exciting dimensions to a toddler’s life, access to gadgets at the family dining table inevitably distracts children from eating what’s in front of them, reduces their desire to chat with others during dinner, isolating them from the dynamic communication of the family meal. This is a lost opportunity and a solid reason why it’s best to make at least some family mealtimes a no-gadget zone. After a few initial protests, your toddler will soon adapt and everyone will experience the full psychological and nutritional benefits of an IT-free family meal.”

For more information on toddler health and nutrition visit GrowingUpMilkInfo.com

Fast facts ·       Over a quarter of parents (25%) say fruit and vegetables are the last thing their toddler will eat at mealtime ·       Setting a precedent; Six in ten (60%) parents admit to spending up to half of mealtimes on hand-held devices, keeping an eye on social media including Facebook, twitter and Instagram (51%), or sending work emails (30%) ·       Just one in three (32%) parents sees family mealtimes as a way to introduce new foods and encourage positive eating habits ·       Almost a third (30%) say technology plays more of a role in current mealtimes than when they were growing up ·       It's not just at home where screens are in use, with almost half (44%) of parents using gadgets and gizmos to distract toddlers when eating out at a restaurant or café. The main reason cited by parents is to distract little ones so they can spend time talking to a partner, friend or guests (44%).

NEWS FROM COW AND GATE

DANCE DANCE BABY

COW & GATE IS SEARCHING FOR LITTLE ONES TO STAR IN NEW ADVERT

Cow & Gate, the baby feeding brand, is searching for little ones to be the personalities of a new advert, who will be found through the brands new campaign, Dance Dance Baby.

Whether it’s bouncing on their bottoms or whirling around, little ones love moving to music as a way to express themselves, and Cow & Gate wants to celebrate seeing their personalities come to life.

Following up the hugely popular 'Supergroup' TV ad, Cow & Gate is putting out the call for UK parents to share videos of their little ones personalities.

Parents are invited to upload videos via Dance Dance Baby of their little one, aged between nine months and three years, for the chance to be featured in Cow & Gate’s new advert. All videos must be uploaded by 15^th July 2013.

Bruce Newman, Cow & Gate Marketing Manager comments: "At Cow & Gate we love it when little one’s show their personalities, which is why we're really excited about our new brand activation to find little personalities to star in our new advert.”

For more information visit www.dancedancebaby.co.uk

NEWS FROM GROWING UP MILK

GROWING UP MILK LAUNCHES UK'S

 FIRST VITAMIN D DAY 

Vitamin D Day to shine spotlight on vitamin D

LONDON (26 MARCH, 2013) At the dawn of British summertime 2013, growingupmilkinfo.com launches the UK's first Vitamin D Day (31 March) to raise awareness about the importance of the vitamin for toddler development.

The first day of British summertime marks the start of when the sun is at the right angle for our bodies to make vitamin D. This period from April to September is vital as it is the only time Brits can receive vitamin D from the sun. Experts agree that the limited sunshine in the UK does not always give toddlers the opportunity to get all the vitamin D they need, which is why they recommend that toddlers have vitamin D rich diets and take supplements to help support their growth and development.

With a recent survey highlighting that the majority of UK mums (91%)i don't know the recommended dietary intake of vitamin D for toddlers, Vitamin D Day has been created to address misconceptions, and educate the nation's parents, about the role of diet in providing the essential vitamin.

Health expert and ITV's This Morning regular, Dr Chris Steele, who is backing Vitamin D Day, stressed the importance of dietary intake of vitamin D for toddlers. He said: "Many parents are confused about how much vitamin D is needed for the normal growth of toddler bones and teeth.

He added: "The lack of vitamin D in toddler diets is a growing health concern and we need to ensure that our toddlers are getting the best from their diets. Presently, the average British toddler is only getting 27% of their daily vitamin D RNIii which is a major concern as the sun cannot be relied upon alone to fulfil a toddler's vitamin D needs."

Leading weather intelligence company Metra Weather expects that the first months of this summertime will not be much better than the washout summer of 2012, with warm summer temperatures not expected until May and another dull and wet July iii.

Growingupmilkinfo.com nutritionist, Dr Leanne Olivier, commented: "With the unpredictable weather, toddlers in the UK are considered vulnerable to low-levels of vitamin D.

"And it's harder to get vitamin D from the sun north of Birmingham with toddlers in the cities of Edinburgh, Newcastle, Leeds and Sheffield indexing higher for low levels of the vitamin. This also applies to toddlers who have darker skin or cover up for cultural reasons, with this in mind it is imperative that a toddlers' vitamin D intake is supplemented through diet."

Vitamin D Day aims to educate Brits on the food sources, like oily fish, liver and eggs, as well as food and milks fortified with vitamin D, such as fortified breakfast cereals and Growing Up Milk, to help supplement vitamin D levels in our little ones' diets.

A range of activities will be taking place in the lead up to the awareness day such as vitamin D cooking classes with mums, recipes from toddler chef Fiona Faulkner, and a vitamin D Q&A video with Dr Chris Steele, which will feature on the newly developed Growing Up Milk Info website.

For information on healthy ways to help your toddler top-up their daily vitamin D intake, download free toddler meal planners, or get advice from health experts, visit growingupmilkinfo.com.