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APPETITE FOR LIFE The NESQUIK approach to nutrition This section introduces the NESQUIK nutritional platform, known as ‘Nourishing Appetite for Life’ (from now on ‘Appetite for Life’). Appetite for Life sets the nutritional direction NESQUIK is heading in. It aims to help markets develop consistent nutritional propositions across geographies and categories. It will also help markets innovate according to consumer needs or product/category particulars. What does Appetite for Life say? In summary, it defines our nutritional goal for the NESQUIK brand is to be seen by consumers as: •A natural way to nourish an appetite for life, to get the most out of childhood, because they only grow up once. Why does it work? •It’s consumer focused. •Mums know that growing up is demanding. Appetite for Life shows mums that NESQUIK understands the challenges their children face, and recognises what they are trying to do as parents – fill their children’s lives with fun, activity, discovery and learning. •It’s credible and ownable Appetite for Life elevates NESQUIK to a richer nutritional promise that allows it to co-star with milk. Appetite for Life is not just about physical energy. Childhood involves a lot of emotional and psychological growth, which also takes a lot of energy to deal with. Joining in, having fun and sharing experiences is part of this, as well as being able to focus on what you are doing so you can get the most out of childhood. What are kids’ nutritional needs? Just like adults, young children need protein, fat, carbohydrate, vitamins and minerals to make sure their bodies work properly and can repair themselves. But children also differ from adults. They are growing fast and are generally very active – certainly more active than the average adult with an office based job. As a result, children’s energy and nutrient needs are high in relation to their body size (UK Food Standards Agency). Children need a balanced diet that is energy-rich to allow their bodies to develop in a healthy way. Their developing minds also consume a lot of energy. The brain alone (2% of human weight) accounts for 30-45% of the daily glucose requirements of a typical 6-12 year old child. A lot is said in the media about “brain food” and the benefits foods such as fish can have on brain function. However, the only energy source the brain can actually use is glucose. No matter what you eat, your body will eventually have to break it down into glucose to fuel your brain. Muscles also prefer glucose as their energy source and will use any readily available glucose before energy stores such as glycogen. |
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APPETITE FOR LIFE The NESQUIK approach to nutrition NESQUIK has what we call a ‘nutritional platform’: Nourishing Appetite for Life, or Appetite for Life, for short. Appetite for Life should guide the thinking of anyone talking about NESQUIK, anywhere in the world. It should help them: •Develop consistent nutritional propositions wherever they are and whatever product they’re talking about •Come up with great new ideas based on customers’ needs and on what’s important for any given product or category And it should help ensure that all messages, whatever the product or country, remain true to what we want to say about NESQUIK. What does Appetite for Life say? It says NESQUIK is: •A natural way to nourish an appetite for life, to get the most out of childhood - because they only grow up once. Why does it work? •It’s customer-focused. •Mums want to do the best for their kids. Appetite for Life shows them NESQUIK understands the challenges their kids face, and recognises their desire to fill their lives with fun, activity and learning, and to help them grow up happy and healthy. •It’s credible and ownable Appetite for Life shows how NESQUIK knows growing up involves more than just running around. Emotional, intellectual and social development also take a lot of energy. What are kids’ nutritional needs? Children need the same stuff as adults: protein, fat, carbohydrate, vitamins and minerals. But they have special extra needs too. They’re growing fast, and tend to be very active – certainly more so than adults at the office. And developing minds gobble up energy – kids’ brains, no more than 2% of their body weight, consume about 30-45% of their daily glucose. Children need a lot of energy and nutrition! And for all the talk of fish and other so-called ‘brain foods’, there’s really only one food brains can use - glucose. Whatever you eat, your brain can’t use it till your body’s broken it down into glucose. Muscles also prefer glucose, and will use any they can get before falling back on energy stores like glycogen. |