Media Release:

MILO champions the need to get iodine back in our children's diets

Australian parents are blissfully unaware that their children could be lacking in one of the most important nutrients required for mental and physical development - iodine.

The nationwide survey from MILO showed that almost one in three (28%) Australian parents of children aged 17 years or younger have never heard about iodine in relation to diet and nutrition.

Even among those who say they have heard of iodine in this context, lack of knowledge about the nutrient means nearly 8 in ten (78%) parents don't think about buying iodine rich foods for their family. This is despite the fact that half (51%) of all parents surveyed said they think parents regularly try to make purchases for their children based on the nutritional content of food, suggesting further consumer education is required on the importance of iodine.

To help address the iodine gap, Nestlé has introduced MILO B-SMART, a new variant of MILO which contains essential nutrients, including iodine for mental development, focus and concentration. One glass contains 40% of a child's recommended daily intake of iodine. MILO B-SMART has 25% less sugar and fat than ordinary MILO and has the tick of approval from the National Heart Foundation.

Leading nutritionist Karen Inge and Celebrity Chef Darren Simpson are behind MILO B-SMART's iodine awareness campaign and believe educating parents around iodine's nutritional benefits is how to address the problem.

Karen says: "Almost half of Australian primary school children are mild to moderate iodine deficient¹. Iodine is essential for growing children and plays a specific role in mental and physical development. It is vitally important that we ensure that children are getting enough iodine in their diet.

"Iodine is an essential nutrient for children's development. It plays a specific role in normal mental development and ensures healthy physical development during those important growing years. There are lots of tasty and fun foods on the market with iodine in that your child will eat."

Darren Simpson, a father and the Children's Food Education Foundation ambassador is leading the drive to make parents aware of iodine. "Giving children a head start with an iodine rich diet can be difficult as many children are fussy eaters and don't enjoy traditional foods that contain iodine such as fish and seaweed," Darren says. 

"It's important to make sure children get a balanced, healthy diet including their recommended allowance of iodine and other essential nutrients. MILO B-SMART is a tasty, convenient way of helping children get this."

¹National Iodine Study, Professor Eastman, 2002

Read further information about MILO B-SMART.

Mum Zone Release Date: 20th May 2008

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