Introduction
In the year 1998, representatives of the Swiss Society for Nutrition, Berne, Nestlé Suisse SA, Vevey and the Museum for Nutrition Alimentarium, Vevey met with the aim of discussing the possibility of cooperation for creating new materials for nutrition education in Swiss schools. In December 1998 the partners founded the NUTRIKID® Society, a so called “Einfache Gesellschaft” according to the Swiss Law of Obligations. In October 2006 the Swiss Federation of Food Industries joined NUTRIKID® as a fourth partner.
The aim of the Society was and is the production of materials and media in the field of nutrition education and information for all age groups, starting with kindergarten up to secondary school II. All materials are free of product publicity and placement, and their themes are a balanced nutrition in combination with sufficient physical activity and relaxation. Focusing on daily life, the children’s interest in nutrition shall be awakened. Knowledge is transmitted in a playful and adequate manner, so kids get motivated to reflect and improve their own habits in eating and physical activity. NUTRIKID® follows a positive and encouraging approach to health promotion. Until now, two modules have been published, including materials for teachers and parents:
1. The offers of NUTRIKID®
1.1 Strategy of development
During the planning period, NUTRIKID® has established an ambitious procedure for the development of media, which especially tries to refer to the needs of the practice: after a detailed analysis of demands and discussions with key persons in the fields of school and public health, a concept is developed. It defines the aims, the methods and the media to be produced for the new module. In the next phase, prototypes of the didactic tools are created and submitted to practical tests in school classes. The resulting proposals for changes and modifications are integrated and the material is tested a second time before production starts. In addition, all existing modules of NUTRIKID® have been submitted to a scientific evaluation by universities of applied sciences, in the German speaking parts of Switzerland as well as in the Romandie. The results of those studies have been very encouraging.
1.2 The Module for 10-12 years hold
The first NUTRIKID® set could already be presented on October 30th 2001. Its contents are: the food pyramid, the groups of foods and nutrients and their functions in the human body, energy balance, sensorium and digestion. The didactic tools are a booklet for pupils with tips, information, comics and challenges, a movie on DVD, a card game and a poster for the class room. The manual for teachers and parents contains a short description of all the materials, didactical recommendations for their use etc. Since its first publication, the module was modified and updated several times. The module exist in German, French and Italian, and the whole set costs CHF 49.-- .
1.3 The Site www.nutrikid.ch
is online since June 2002. For kids there are some games and information. For grownups there is an online-shop and a lot of additional information, including:
· background information about a balanced and healthy nutrition
· educational tips
· eating recommendations for all age groups, from 1 to 14 years old
· transparents for teachers
· proposals for experiments and activities in the field of nutrition
· an index of special literature
· important addresses
In the first year, the statistics showed only 2‘750 page hits on the site. In 2010, there was an increase up to 144’600 page hits.
1.4 The module for 5-7 years old
This set was published in 2006. The aim focuses on the knowledge of foods and their categories, their origin and the principle of energy balance. The fairly voluminous module contains 5 learning games with 80 playing cards of foods, 19 colored plates about the origin of foods, 8 market stalls, the game „Eating and Physical Activities“, a set of 36 cards with proposals for physical activities in the classroom and a manual for teachers and parents. In the introducing story “the Nutrikids Visit a Farm”, pupils learn with the aid of 21 colored plates about the origin of generic foods, their production, healthy drinks and picnics, etc. The module exists in German, French and Italian, and the complete set costs CHF 69.-- .
1.5 An e-learning game for 7-10 years old
By begin of 2011, NUTRIKID® will set online a Swiss version of a German web game, developed in 2010 by Nestlé Germany and the German Foundation for Reading (details see www.nutrikid.com ). As usual, the game will be completed with some didactical tools for teachers and parents in a set. This new module will cost CHF 29.--; its components are:
A manual for teachers (44 pages), containing:
· all information about the e-learning game with didactical recommendations
· a text about chances and challenges of digital learning
· tips about literature, links and newsletters and dietetic counseling
A brochure for parents (20 pages), containing:
· Nutrition education on the base of the e-learning game
· How parents can support and guide their kids’ playing the game
· Tips for a balanced nutrition at the family table
· How to handle the kids’ use of electronic games
· Links for safe surfs on the web and for nutrition information
· Tips about literature and dietetic counseling
· Nutrition education with the aid oft the learning game
An integrated CD Rom (for PC or MAC) is useful in case the game can’t be played online; content:
The e-learning game
· Games, posters and materials to be printed
· The full texts of the manual for teachers and the brochure for parents
· All didactical materials for teaching
2. NUTRIKID® in Switzerland
2.1 The users
In contrast to foreign countries, all Swiss NUTRIKID® modules have to be sold. Based on sales statistics, an identification of the most important groups of users is possible:
Families, private: 47.3 %
Crèches, kindergartens and schools: 44.8 %
Professionals such as MDs, dieticians, nutritionists etc. 7.9 %
2.2 The statistical data
The following estimates are rather low. Experience has shown that users such as teachers, MDs, dieticians etc. work with the modules for several years, thus using the materials for a large number of children. In about 20.1% of all the cases it wasn’t clear to which group of users the customers belong – they might have been teachers or other professionals as well. Therefore, the following numbers might be rather low. We have based our estimates on the following assumptions:
Kits in families used by at least 5 kids/persons
Kits in schools used by at least 25 kids
Kits for professionals used by at least 25 kids
Not established used by at least 5 kids
Additional card games used by at least 4 kids
Additional booklets 10-12 used by 1 kid
Based on the sales statistics from 2002 till 31.10.2010
Sale of entire modules
Module 10-12 4‘830 ex.
Module 5-7 1‘543 ex.
Total 6‘373 ex.
37.8% (2‘408 ex.) by families used by 12‘040 Kids
35.8% (2‘281ex.) by kindergarten and schools used by 57‘025 Kids
6.3% (402 ex.) by professionals used by 10‘050 Kids
20.1% (1‘280 Ex.) unknown used by 6‘400 Kids
Additional booklets module 10-12 (19‘424 ex.) used by 19‘424 Kids
Additional card games module 10-12 (5‘945 ex.) used by 23‘780 Kids
Additional card games module 5-7 (1‘347 ex.) used by 5‘388 Kids
In Switzerland about 135'000 school kids have been working with NUTRIKID® .
3. NUTRIKID® international
3.1 Hungary
(information provided by Kriztina Suhajida, Nestlé Hungary, Budapest)
Nestlé HU was the first foreign partner of NUTRIKID®. Since 2003 module 10-12 has been introduced in many schools. Nestlé Hungary has even created a special internet site for NUTRIKID®.
Based on estimates of Nestlé Hungary, since 2003, 85% of all pupils of the ground school level (classes 1-4) have been working with NUTRIKID®!
· A total of 2800 schools have ordered the module
· 260‘000 booklets have been distributed
· Every year, about 1‘000 classes order a total of about 50‘000 booklets
Right now, Nestlé Hungary negotiates with Nestlé Germany about a copyright for the e-learning game for 7-10 years old. Nestlé Hungary plans to introduce NUTRIKID® module 5-7 for kindergarten in the future. Nestlé Hungary distributes all school materials free of charge.
3.2 South Africa
(Contact:Therese Kallie, Nestlé South Africa Ltd., Randburg)
In 2007, Nestlé South Africa, Johannesburg, acquired the copyright for NUTRIKID® module 10-12, and plans to produce an own version soon.
3.3 Italy
(Information provided by Stefania Moro, Nestlé Italiana SARL, Milano)
Italian schools can order the module 10-12 at Nestlé Italy free of charge; contents of the package:
· movie on DVD
· 25 booklets
· Manual for teachers and parents
· poster
· questionnaire for teachers about their experience with NUTRIKID®
Nestlé Italy has created a special site for NUTRIKID® and published a sweepstake for schools; some statistics:
· In 2008 in the region of Milan 500 classes with a total of 12‘000 pupils have been using NUTRIKID® in the frame of a pilot project;
· In 2009 in addition the regions of Bari, Rome and Genoa were participating. 2910 classes with 70‘000 kids were integrated in the Italian project;
· In 2010 the regions of Verona, Bologna, Ferentino and Catania joined with a total of 3600 classes and 90‘000 kids.
To this date, in Italy a total of 7‘000 school classes with 172‘000 children has been working with NUTRIKID®.
3.4 Germany
(Information provided by Raili Ahlborn, Nestlé Deutschland AG, Frankfurt am Main)
Starting in 2010, Nestlé Germany has presented a new e-learning game at the international fair „Grüne Woche“ at Berlin. Among other, Nestlé Germany has established a media partnership with RTL, Fix und Foxi, Brigitte and other partners and, in cooperation with the foundation ”Stiftung Lesen”, initiated a sweepstake for kids. Schools can order an extensive set of materials free of charge:
· The e-learning game on a DVD
· 25 brochures with information for parents
· NUTRIKID® diplomas for kids
· Manual for teachers
· A poster for the class room
· 25 magnets and pencils
· A game with 89 cards of foods (from NUTRIKID® module 5-7)
· A game with19 colored plates about the origin of generic foods (module 5-7)
· Directions for constructing and playing the game „Shopping“ (module 5-7)
In 2010 4‘850 German classes have taken profit from the offer.130‘000 school kids have been working with the NUTRIKID® tools. In 2011 Nestlé Germany plans the presentation of new elements, and the foundation „Stiftung Lesen“ wants to evaluate the project. All materials of Nestlé Germany are offered.
3.5 Malta
(Compact: Claire Carey, Nestlé Malta Ltd.,Ljia BZN5, Malta)
In 2009 Nestlé Malta established a copyright contract with NUTRIKID®. Meanwhile, the production of a Maltese version of module 10-12 has been completed terminated. NUTRIKID® is still expecting the mandatory approval of the Maltese materials. Since the Maltese module is produced in English, new markets might be developed in the future.
