Kraft plans to take healthy eating message to schools

LONDON - Kraft Foods is stepping up its efforts in the fight against obesity with a pilot project promoting healthier lifestyles in schools.

Branded "health 4 schools", the scheme will support the government's healthy living blueprint for schools announced in September. The initiative will see Kraft, owner of Dairylea, teaching pupils about the origins and preparation of food and nutrition management.

A spokeswoman told Marketing that the programme would be rolled out to 100 schools in Gloucestershire over the next three years, backed by an investment of about £1m. If successful, it could be rolled out nationally.

"We recognise that we're not the sole cause [of obesity], so we can't be the sole solution," she said. "But as a responsible food company, we have a role to play in corporate social issues."

Kraft is adamant that it will not use the scheme to market its products to children. The initiative will be funded by the company's charitable arm, Kraft Cares.

In July Kraft announced it was to react to government pressure by slashing the salt content of Dairylea.

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