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26 November 2021

Good morning with Bread! Incerhpan's ambitious campaign continues its course

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The initiative, co-financed by the European Union, wants to stimulate the consumption of bread in children between 6 and 12 years old.

The ambitious campaign “Good morning with Bread!”, promoted by the Interprofessional Organisation of Bread Cereals and Derivatives (INCERHPAN), aims to highlight the positive effects of bread consumption from the nutritional point of view, one of the products traditionally linked to the healthy Mediterranean Diet.

The project, co-financed by the European Union and with a budget of 1,031,902 euros, is running between 2019 and 2021 and aims to stimulate the habit of a balanced and healthy diet with bread as an essential food, especially among children between 6 and 12 years old. 

Undoubtedly, this type of initiative is very necessary, taking into account that 39% of Spanish households with children of these ages consume bread less than twice a day, as indicated by the study 'Analysis of bread consumption in the target children’ carried out by the Institute for Market Research and Strategic Marketing (Ikerfel) for INCERHPAN. Dr Beatriz Navia, professor in the Department of Nutrition at the Complutense University of Madrid points out that this insufficient consumption “could lead to significant imbalances in the diet, increasing the amount of energy from fats and proteins.”