Blog: Beckham signs up to healthy eating
Dean Best | 26 April 2007
UK celebrity chef Jamie Oliver may annoy some but to me, he’s a pukka sort of bloke.
His campaigning for healthier school meals ultimately led to a change in UK government policy. Oliver has also put his money where his mouth is, stumping up over GBP1m (US$2m) to bankroll a London restaurant, Fifteen, run by chefs from under-privileged backgrounds.
Nevertheless, if you’re a self-conscious 12-year-old kid, you’re not likely to listen to “that bloke off the Sainsbury’s ads” when he’s cajoling you to bin the burgers in favour of something healthier.
No, the healthy-eating cause has needed true kids’ “heroes” like footballers, for instance, to keep the bandwagon rolling and convince kids that eating healthily can be cool.
And news has reached us today (26 April) that English football idol David Beckham has, through his sports academy, teamed up with frozen food giant Findus to promote omega-3 supplements.
At first glance, it seems an unlikely alliance. Are kids really going to gobble down omega-3 capsules? Remember when your mum fed you spoonfuls of cod liver oil? Is this the same footballer who has made a mint from lending a hand to help push Pepsi?
Despite these concerns, any move like this should be welcomed. Getting Becks on board can only help get the message through to kids that eating a balanced diet can be cool. And help the likes of Oliver convince those who are refusing to change their eating habits.
Ask any FMCG executive to list the trends shaking up the sector and digital and e-commerce will be pretty high on the list. Drill down into that and Amazon will be one of the subjects in the digital s...
Since Theresa May took over as UK Prime Minister in the wake of the country's referendum vote to quit the European Union, she and her ministers have been at pains not to divulge their negotiating posi...
Greenpeace's long-running campaign against UK tuna brand John West, owned by seafood giant Thai Union, is now directing its fire against Sainsbury's....
- Unilever 2016 investor day - the top takeaways
- The key questions for digital strategists in 2017
- Wessanen's move for Spain's Biogran - analysis
- Burger King, Jollibee: foodservice focus, Nov 2016
- Have food promotions reached tipping point?
- General Mills jobs to go in business revamp
- Verlinvest, China Resources invest in Oatly
- B&G acquires pasta sauce group Victoria Fine Foods
- Japan's Nagatanien buys Chaucer Food Group
- Tyson sets up US$150m investment fund