• Josie Gibson and her son sport yoghurt moustaches mimicking iconic noughties ‘Got Milk?’ campaign as they are on a mission to get kids to eat more yoghurt
  • New research reveals kids are swapping yoghurts for junk food causing them to be deficient in vital nutrients like calcium & vitamin D
  • Dietitian lifts the lid on how the decline in the dairy snack could cause children to suffer troubling health conditions such as rickets again

Josie Gibson is backing a campaign to highlight a dairy deficit in kid’s diets, by replicating the iconic ‘got milk’ images – with kids’ yoghurt, to get kids eating the good stuff again!  

The telly star, 37 and her son, Reggie, five, were snapped in their hometown of Bristol sporting yoghurt moustaches. 

The images and video come after a report revealed parents are more likely to give kids junk food over a source of calcium such as a yoghurt. 

Items such as biscuits and crisps are now the go-to ahead of a dairy-rich snack, meaning youngsters could face troubling health conditions such as rickets endured centuries ago as a result of nutrient deficiencies. 

Josie, who is working with Yoplait, makers of kids favourites such as Petits Filous and Frubes, who commissioned the report, said: “We loved wearing our yoghurt moustaches, it was great fun! Since I’ve had Reggie, I’ve been non-stop on the yogs so its surprising other parents are overlooking them.

As a parent I know it can be hard to get kids to eat well whilst juggling all the other responsibilities you have to worry about. I’m quite lucky that Reggie eats quite healthily but like most kids he does tend to reach for sweet treats like chocolate and biscuits first, so I try to encourage him to get something healthier out of the fridge like a nice yoghurt or fruit and veg.”  

The research took in data from published scientific studies, Kantar Consumption Panel data, and independent polls commissioned by the brand of more than 2,000 shoppers and parents.

It found calcium intakes in children have fallen by nine per cent in the last 10 years, with 19 per cent of four to 10-year-olds clinically deficient in vitamin D come springtime each year.

Kids’ yoghurt intakes have declined in particular since the coronavirus pandemic, with a 12 per cent drop-off between 2020 and 2023.

Parents revealed their children are only eating yoghurt less than twice a week – when asked what put parents off buying yoghurt, 30 per cent named the price, followed by sugar content (25 per cent) and artificial ingredients (15 per cent).

According to Yoplait yoghurt has found itself in the crosshairs, alongside fizzy drinks, biscuits, cakes and chocolate, which, unlike the dairy product, have high sugar and calories without providing any nutritional benefit. Children aged 4-10 are worryingly consuming 47g of free sugars a day with a whooping 53% coming from cakes, sweets and sugary drink. The report however highlights that only less than five percent of kids’ daily free sugar intake comes from yoghurts.

Dietitian Dr Carrie Ruxton said: “Over the last five years, dairy manufacturers have made significant efforts to decrease the sugar content in children’s yoghurt (reducing it by nearly 14 percent). However, unfortunately, sugar reduction remains an unaddressed challenge for many food and beverage companies and with numerous sugary products still on the market, this could be one of the reasons why children are transitioning from yoghurt to super sweet, high-calorie treats.”

Childhood is a crucial window of opportunity to get bone health right for the future. Children need nutrient-rich foods to support their healthy growth and development, but many adults are put off buying yoghurt for their children because they wrongly believe that there are no health benefits.

“Dairy foods, like yoghurt, pack a highly nutritious punch so it is important that the decline in consumption is not only stopped but reversed. If children continue to replace healthy foods like yoghurt with energy dense, nutrient poor substitutes, the toll on their future health is likely to be significant.”

Carrie shares her top tips for confused parents: 

  1. Switch biscuits, sweets and cakes for healthier snacks
    Children will invariably reach for the sugary treat whenever it is offered, but that is not to say that they will refuse healthier alternatives. Besides being healthy and nutrient-dense, kids’ yoghurt can double up as a treat when the kids fancy one.
  2. Cater to kids’ unique nutritional needs
    It is important for parents to understand that children are not little adults in terms of their nutritional needs. Children have specific dietary requirements for their unique growth and development needs in mind. So, choosing child-appropriate products is a priority, especially those rich in vitamin D and calcium. Adult and dessert-type yoghurts tend to be higher in sugar and more energy dense and are not designed to meet the nutritional needs of children.
  3. Make calories count by selecting nutrient-rich foods and snacks.
    Most parents will have heard of the concept of ’empty calories’ which refers to foods that are high in calories but low in essential nutrients. While these may satisfy immediate hunger pangs, they don’t provide the protein, vitamins, or minerals that children’s bodies need. Nutrient-rich foods like Yoplait yoghurt, fresh fruit pieces, vegetable sticks, and cheese are a far better option when it comes to kids’ snack time.

Yoplait is to hand out free yoghurt to children as part of their mission to get families across the UK eating the good stuff again. The initiative is aimed at helping children develop healthy bones so keep your eyes peeled in the upcoming weeks!


Sam Allcock, a seasoned entrepreneur with over two decades of expertise in Food & Drink Editorial.

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