Kathleen Reidy , DrPH , RD Head, Nutrition Science,, Nestlé Infant Nutrition

1. Kathleen Reidy, DrPH, RD Head, Nutrition Science,, Nestlé Infant Nutrition Start Healthy, Stay Healthy™: a Nestlé Nutrition Initiative to Establish Healthy Eating Habits Early

2. Start Healthy, Stay Healthy ™ is Gerber’s Commitment to Early Childhood Nutrition SCIENCE Elevate the nutrition conversation through scientific leadership PRODUCT INNOVATION Integrate developmental and nutrition science for advanced product design EDUCATION Translate complex nutrition science for all stakeholders

3. Focus on Very Early Prevention is Critical, but Limited • “What happens to a child during the first years of life is important to their current and future health and well-being… into adulthood. However,national efforts to prevent obesity have not paid enough attention to infants, toddlers, and preschool children. The committee’s report highlights the urgent need for early prevention.” PregnancyPreschool

4. Modifiable Factors Associated with Early Obesity (J Obesity, 2012) • Lack of breastfeeding • Diet quality and quantity: • Early introduction (< 4 months) of complementary foods • High intake of sweetened beverages • Low intake of fruit and vegetables • Habitual ‘food away from home’ • Lack of family meals • Lack of responsive caregiver feeding behaviors (e.g., low attention to hunger and satiety cues; use of overly restrictive or controlling feeding ) • Low nocturnal sleep duration • TV / Screen viewing time; decreased active play PregnancyPreschool

5. Science Driven: FITS Provides Great Insights about Children’s Diets • Dietary survey of over 3,000 infants & toddlers • Snapshot of nutrient intakes and dietary patterns • Fills an important information gap • Published in 25+ peer-reviewed journal articles • 2002 Key Findings • Lack of fruits and vegetables • Sweets introduced very early • Snacks contribute 30% of toddlers’ calories • Infant and Toddler dietary gaps • 2008 Key Findings • Improvements in breastfeeding and delayed introduction of sweets • Continuing lack of fruits and vegetables • Infant and Toddler dietary gaps • Preschooler diets high in sodium and saturated fats • Sweets constitute almost 15% of preschooler calories

6. FITS has helpedin shaping efforts in childhood nutrition Influencing Public Health Policy Sharing with Health Professionals Educating Through the Media Changing Our Products and Services

7. FITS Insight: Parents Don’t Recognize Overweight BMI Categories for Children 2-19 years Do you consider your child’s weight to be: Overweight 2.2% Obese 10.4% Underweight 8.6% Overweight 10.8% Underweight 3.0% About right 89.1% Healthy weight 75.8% 24-47 Months FITS 2008 24-59 Months NHANES, 1999-2004, 2007-2008 FITS 2008 - Table 164, Recruitment Interview, Question E3 Mei et al, J Pediatr 2008;153:622-8; Ogden et al JAMA 2010;303(3):242-9 National Health and Nutrition Examination Survey (NHANES) 1999-2004, 2007-2008

8. Food Consumption Patterns are Set by 18 Months of Age Percent of Energy From Major Food Groups / Formula Percent of Calories After 18 months of age, the consistency of intake by food group is remarkably constant. The stage is set for long term dietary patterns – and the current patterns are far from ideal FITS 2008

9. Most Parents Think Their Child’s Diet has Enough Fruit and Vegetables, BUT… Percent of parents who think their child gets enough fruits and veggies Source: FITS 2008

10. …Preschoolers are More Likely to have a Sweet than a Fruit or Vegetable Percentage of Children Consuming *excludes fruit juice

11. Start Healthy, Stay Healthy ™ : Product Innovation FITS Insight: Gerber Innovation: Lil’ Entrees – one serving of vegetables; cheese sauce made with squash Graduates Grabbers - fruit puree in self-feeding package Lack of fruits and vegetables Inadequate intake of essential fats/high sat fat Dairy products with healthier fats – Omega 3 from canola oil Pasta and finger foods made with whole grains Whole grain gap Too many sweets and 25% of calories from snacks Healthier snack alternatives – such as Yogurt and yogurt melts

12. Consumer Education is at the Heart of the SHSH System Direct Mail Social Mobile 24/7 Call Center with RDs and lactation consultants Digital

13. Direct Mail Format was Designed by Millennial Moms • What it is: • Research driven format and style • Redefined to improve consumer comprehension • Objective educational content • Stronger link to digital assets to learn more • Reaches: • Reaches approximately 2.1MM new moms/yr • Maintains engagement with 6.0MM moms/yr • Generates 24,000,000 impressions per year • Flexibility to update creative on a monthly basis • Provides: • Information on nutritional needs and developmental milestones at each stage

14. Our 12-Video ‘How To’ Library Leverages Sight, Sound and Motion to Educate Moms • Why It Works: • Digital format highly relevant to today’s mom • Features Millennial Mom speaking (vs. Medical Professional) • 62,000 Views to Date • YouTube is the #2 Search Engine in America • "How to" Videos on feeding at every stage of development: • How to add variety to your baby’s diet • How to Feed Your Toddler • Feeding a Picky Eater

15. Science Driven Tools: Interactive Menu Planner to Teach Mom about a Healthy Diet at Different Developmental Stages • Generates nutritionally-appropriate menus • Based on both nutrients and food groups • IOM, AAP and MyPyramid • Uses USDA nutrient database • Based on developmental stages • Interactive and customizable • Meets consumer need • 600,000 gerber.com visits per month • 60,000 Menu Planner downloads per month

16. Growth Tracker Chart’s Baby’s Growth for You Body Mass Index (BMI) Chart Weight & Length/Height Data

17. USDA Partner – Supporting MyPlate Educational Messages Theme: Foods to Reduce Key Message: Drink water instead of sugary drinks

18. We Must Start Prevention Efforts Earlier: Known Modifiable Factors Associated with Early Obesity (J Obesity, 2012) Research is needed on HOW TO modify these factors • Lack of breastfeeding • Diet quality and quantity: • Early introduction (< 4 months) of complementary foods • High intake of sweetened beverages • Low intake of fruit and vegetables • Habitual ‘food away from home’ • Lack of family meals • Lack of responsive caregiver feeding behaviors (e.g., low attention to hunger and satiety cues; use of overly restrictive or controlling feeding ) • Low nocturnal sleep duration • TV / Screen viewing time; decreased active play PregnancyPreschool