KUALA LUMPUR, March 23, 2016: The launch of the 2016 MILO® Breakfast Movement spearheads the drive for Malaysians to energize and maximize their potential each and every day starting with a healthy family breakfast. Themed Own the Day, the movement also kicks-off the 4th MILO® Malaysia Breakfast Day which spreads its reach across the nation to seven cities this year culminating in the grand finale in Putrajaya.
“In 2015, we reached out to an estimated 3.2 million school children to educate them on the importance of leading a healthy lifestyle, starting with breakfast. This year, we are expanding to more regions which allows us to tap into more communities to spark thought-provoking conversations; ultimately triggering Malaysians, primarily parents to rethink their breakfast habits,” stated Philomena Tan, Business Executive Manager of MILO® Business Unit in Nestlé (Malaysia) Berhad.
MILO® has led the Breakfast Movement for the past five years, advocating the importance of breakfast as an essential source of energy and driving Malaysians to cultivate the habit.
Tan continues, “In today’s world of busy parenting, time is a huge factor and simple needs like a morning meal with the family can be so easily overshadowed and become less of a priority. “Own the Day” sends a clear message. We want Malaysians to wake up, recognize their need to replenish their energy starting with a good breakfast, so they can go out and achieve their daily goals. It is the personal stories that drive them to turn words into action.”
During the launch, one of the researchers of the MyBreakfast Study and member of the Nutrition Society of Malaysia, Associate Professor Dr Hamid Jan B Jan Mohamed shed some light on the current breakfast habits among Malaysian school children. “We found that 1 in 4 Malaysian children skipped breakfast at least 3 days per week. That is worrying,” explained Dr Hamid.
He added that malted beverage consumers were more likely to meet the Recommended Nutrient Intake (RNI) in terms of total energy intake, protein and other vitamins which suggested that it can be an effective and simple dietary strategy to improve overall breakfast quality.
MyBreakfast Study is Malaysia’s first comprehensive nationwide study on breakfast habits that involved a total of 8,705 school children.
“Most do not realise that we lose about 80% of our energy reserves after long hours of sleep* . Without replenishing the energy reserves lost overnight, many could experience reduced cognitive and physical performance. Hence the importance of a wholesome breakfast, complimented with a MILO®,” explained Cher Siew Wei, Corporate Wellness Manager, Nestlé (Malaysia) Berhad.
Amplifying the Movement, MILO® also launched a series of webisodes featuring families from all walks of life who overcame their personal battles to Own the Day. MILO® will also be engaging Malaysians via in-store and on-ground activation from now until May 2016.
The much anticipated Malaysia Breakfast Day event kicks-off in Melaka on Sunday, 27 March, with Kuantan, Pahang on 10 April, Kota Kinabalu, Sabah on 17 April, Johor Bahru on 23 April, Penang on 15 May, Kuching, Sarawak on 22 May, and at Dataran Putrajaya on 29 May.
Taman Awam Teluk Likas
Padang Perbadanan Pasir Gudang
Universiti Sains Malaysia
“Every year we see proof that our efforts have been recognized by the sheer volume of people who join us at our breakfast events. With the support of Malaysian parents setting an example as role models at the breakfast table, it is our greatest hope that the breakfast habit will be cultivated and instilled in every household, to eventually energize and empower Malaysians, resulting in a healthier and more dynamic nation,” added Tan.
For more information on the MILO® Breakfast Movement and upcoming activities, please visit: www.milo.com.my/breakfast and to watch the webisodes, visit MILO® Malaysia’s Facebook page.
Runwitme Says: Milo Breakfast Run will be featured on selected venue which are - Johor, Penang, Kuching and Putrajaya. Info about the run will be released in the official website above in due time.