Kellogg’s, the world's leading cereal company has announced a new initiative in India, “Kellogg's Breakfast Pledge” to build nationwide awareness on the importance of eating breakfast every day. This initiative comes soon after the company launched the ‘India Breakfast Habits Study’ as part of the Power of Breakfast initiative in August 2013, which revealed that one in four Indians claim to skip and a whopping 72% skimp or have an inadequate breakfast.
Embarking on the “Kellogg's Breakfast Pledge” initiative, Kellogg endeavours to create a new generation of breakfast eaters in India by encouraging more Indian consumers to understand the importance of eating a balanced breakfast.
Kellogg's Breakfast Pledge initiative provides a platform to help people discover the power of breakfast. This initiative encourages people to take a pledge to have breakfast every day. Kellogg has partnered with United Way of Mumbai, to reach out to children in schools for gifting breakfasts.
Speaking on this, Sangeeta Pendurkar, Managing Director, Kellogg India, says, “Kellogg India is committed to nurturing a healthy India through consumer education, consumer relevant innovation and a strong nutrition agenda. The Kellogg's Breakfast Pledge is the next step in our journey towards improving the breakfast eating habits of Indian consumers.”
“While we have already begun the journey with half a million people; through the Kellogg’s Breakfast Pledge, we seek to encourage many more Indians to recognise the importance of breakfast and to partner Kellogg in this journey and empower them to influence many more to discover the power of breakfast. The ‘India Breakfast Habits Study’ revealed that several people either skip or skimp breakfast and several children are going to school on an empty stomach and therefore miss on the much needed nutrients. Through the Breakfast Pledge initiative, Kellogg would like to address this and create a generation of breakfast eaters in India. We simply want to encourage more Indians to take one pledge and gift one breakfast” she added.
Jayanti Shukla, Executive Director, United Way of Mumbai, said, “We constructively engage the corporate sector into meaningful social responsibility structures enabling a positive and lasting change in the communities they operate in. We are delighted to partner with Kellogg's on the Breakfast Pledge initiative. We are working very closely with the teams to ensure the gifting of breakfast is carried out in an effective manner”.
Reaching out directly to 200,000 children in schools, consumers at retail touch points and through an integrated print, radio and digital strategy, Kellogg aims to drive home the importance of breakfast while also creating the habit through this impactful initiative.