Corporate Information
| For Immediate Release | 19 October 2006 |
MAKING KIDS HEALTH THEIR BUSINESS
Some of the best-known children’s consumer brands in the Australian market are amongst the first to seek and be accredited with the Kids Connect ‘better choice‘ stamp of approval.
Announced this week, brands such as Kraft, Carman’s and KR Castlemaine are part of the first group to pass the Kids Connect accreditation process with products endorsed as healthier, better choice products for children.
Parents for the first time will be able to scan the shopping isles and be guided by the Kids Connect stamp to a better choice for their children.
In an environment that sees a plethora of so-called healthy or safer products for children, Kids Connect separates the real from the claimed. A precise set of guidelines applied by Kids Connect, and their panel of independent experts, enables them to provide pragmatic advice to parents.
The independent panel supporting Kids Connect includes an accredited practising dietician and food scientist, a GP, a paediatric surgeon and an alternative therapeutic health practitioner. Each product is assessed from a professional, practical and parent-friendly perspective. Kids Connect also regularly reviews their guidelines to ensure they meet current nutritional, safety, health and medical standards.
Directors Rachel Knott and Kate Evans, both experienced marketers and parents of young children themselves, developed Kids Connect after experiencing the frustration of trying to determine what products are a healthier and safer choice for their own children. They say the Kids Connect stamp will help parents make quick, confident choices for their children, and minimise confusing answers to questions, such as, which food is actually nutritious for my child? What toy will be fun and help them learn? What snack is a healthy choice for a school lunch-box? What piece of play equipment will be fun – but safe?
Kids Connect accredits products for children up to 12 years of age, which range across five categories – Food and Beverage, Baby/Toddler, Health Care, Lifestyle & Learning and Physical Activity.
The first products to achieve the Kids Connect stamp of approval include A2 Kids Milk, Kraft Cheese Sticks, Carman’s Muesli Breakfast Bars and Muesli, Kids Care Rice Wheels and Fruit Smash, Yum Mum Organic Toddler Food, KR Castlemaine Nutriwatch Ham, QuickSmart Easyfold Pram, Leap Frog Leapster TV and Springfree Trampolines.
Rachel Knott says extensive research carried out by Kids Connect showed parents want clear and trustworthy information when making choices for their children.
“Our research has consistently shown that parents are confused and overwhelmed by product labelling and conflicting media messages. These factors are clear evidence of the need for a simple, independent and credible system that assists parents and children in their day-to-day nutrition and lifestyle choices.
“Kids Connect provides a solution and takes the guesswork away from parents,” said Ms Knott.
Reinforcing Kids Connect philosophy is its website www.kidsconnect.com.au. This will be the central hub of information where parents can seek advice on better choice products, nutrition and safety information, school lunch and snack ideas, as well as a Q&A section where parents can contact the expert panel with their own questions.
Kids Connect will be rolling out their own marketing program in 2007 to raise awareness and call parents to action. The program will see Kids Connect television commercials and magazine advertisements promoting accredited products and additional information about the brand. Kids Connect will also be inviting manufacturers, once they have received accreditation, to get involved in a Kids Connect branded advertising program.
Downloadable PDF'S
1) Kids Connect Media Release (Business Information)- Download PDF
2)
Kids Connect Media Release (Consumer Information)- Download PDF