Marketing push for Nestlé milk drink
to children's health by soft drinks by promoting vending of its
Nesquik drink in schools.
Nestle USA has responded to recent controversy over the damage done to children's health by soft drinks by promoting vending of its Nesquik drink in schools.
The program provides campuses with the Nesquik ready-to-drink brand flavored milk, said to contain 40 per cent of the Recommended Daily Value of calcium in an eight-ounce serving. Nestle is hoping to market the product as a healthier alternative to 'nutrient-poor' soft drinks.
Nesquik vending machines are branded with the recognizable Nesquik Bunny. Nesquik flavors include Chocolate, Strawberry, Fat Free Chocolate, Buncha Banana, and the new Double Chocolate and Very Vanilla.
L.A. Unified - the US' second largest school district - recently banned the sale of soft drinks in all of its 677 schools, effective from January 2004. The schools will only be able to offer water, milk and beverages that contain at least 50 per cent juice and no added sweeteners.
"Nearly eight out of 10 teenagers do not get the calcium they need," said Andy Hill, marketing manager for Nestle Nesquik RTD. "There's a need for more nutritional beverages in schools. Nesquik meets this demand without compromising taste or nutrition."
The company cites a recent study by the University of Vermont (July 2002) which found that children who drink flavored milk consume more calcium, drink fewer nutrient-poor soft drinks, and tend to have a lower intake of sugars or total fat in their overall diet.
The Nesquik vending program has been launched in other locations, including business and industry, and entertainment facilities like sports arenas and amusement parks.
Nestle USA is part of the world's largest food company, Switzerland's Nestle, which had annual sales of $11.6 billion in 2002.
