Media

All media enquiries, please contact Programme Manager, Michelle Mako on 04 472 5777 or michelle@hsc.org.nz.

Background

The ‘breakfast-eaters’ promotion aims to increase the number of children eating a good breakfast every day. This work is part of Health Sponsorship Council's Nutrition and Physical Activity Programme, which is aimed at improving nutrition, increasing physical activity and contributing towards reducing obesity rates.

The promotion is based on evidence that breakfast has a positive effect on academic performance, concentration, being active, general nutrition, and weight.

The Health Sponsorship Council (HSC) is a New Zealand government agency that promotes health and encourages healthy lifestyles.

Why is HSC focusing on breakfast?

Each school week over 100,000 children (aged 5 to 14 years of age) skip breakfast at least one day of the week (18% of the age group).

• 36,000 children never eat breakfast at home on a school day (6% of 5 to 14-year-olds).
• Children who skip breakfast are more likely to buy energy-dense nutrient-poor food (ie, food high in fat and/or sugar, and low in other essential nutritents) to eat on the way to school.
• Children of Pacific ethnicities are 5.7 times more likely and Māori children are 2.5 times more likely to skip breakfast than New Zealand European children, or children from other ethnic groups.
• Eating breakfast has many benefits. It can improve academic and physical performance, and is associated with less snacking and less weight gain.

Download a fact pack with background research and programme rationale (PDF, 1.3MB).

Learn more about the barriers and facilitators to eating breakfast (PDF, 160KB).