Karicare Toddler Advertisement Nutritional Solutions

Question: Describe about the Karicare Toddler Advertisement for Nutritional Solutions. Answer: Critique Nutricia, providing nutritional solutions for over 100 years have developed a toddler milk drink, Karicare Plus Toddler. The first few seconds of the product advertisement emphasizes the importance of breastfeeding for infants and in the next section catalogs the product contents and benefits. The product claims to be containing patented probiotics, 16 essentials vitamins, and minerals, enriched with Vitamin D, Calcium, Iron and Omega-3 DHA. It conveys the importance of a substitute for breast milk when a baby is ready to move on. According to WHO (1), infants should be solely breastfed at least for the first six months after birth and continue consuming breast milk in addition to complementary food until an age of 1 year. Brest milk contains adequate amounts of antibodies that boost the immune system, absent in formula. Poorly breastfed infants suffer from inadequate growth and development and suffer from a higher incidence of mortality. Recognizing the role of marketing and advertising of breast milk substitutes in poor breastfeeding practices, The International Code of Marketing of Breast-milk Substitutes was formulated that prevents advertising of the same. Marketing in Australia for Infant Formula (MAIF), subsequently entered into an agreement with the Australian Government to stop advertising infant formula products which idealized the use of breast milk substitutes (2). Research show that there was an increase in the prevalence of toddler milk or follow-on formulas or growing-up milk, and their marketing in the following years of reaching the agreement. Berry, Jones Iverson (2012) (3), conclude that parents fail to distinguish between toddler milk and infant formula that leads to marketing and advertisement of the latter in disguise. The agreement in practice fails to reach its primary goals. The National Health and Medical Research Council, Australia clearly states that the transition from breast milk to solid food must commence following six months of age and majority of the energy should be provided by solid foods after an age of 1 year. A wide range of nutritious food following the Australian Dietary Guidelines is recommended for a healthy and balanced diet for a toddler. Milk substitutes are not encouraged. Family food is advised from and after 12 months. It distinctly states that Toddler Milk is not required for healthy children (4). A study confirms that respiratory illnesses during any time of the childhood are markedly reduced if the child is fed breast milk exclusively for the first 15 weeks (5). Although the advertisement is regarding a follow up' formula aimed at toddlers aging one year or more, parents do not follow the protocols and often use follow up' formula or grow up' formula as a substituent of breast milk. Studies have shown that parental awareness rather than the diet itself often leads to feeding problems and fussy eating, which if practiced for a long time may cause health hazards; interventions aimed at caregivers and parents can improve the situation (6). Preference for the purchase of toddler milk over cow milk depends on several factors including health, taste as well as advertising offers and brand dependency. In many cases, this is unnecessary or even unaccounted for (7). Studies show that toddler milk contains less protein, more fat, and more carbohydrates than skimmed cow milk, which may lead to obesity in the future. Letter To The CEO Karinourish 8th September 2016 Sir, I am writing to you regarding an advertisement of a product of your company. I would like to draw your attention to few issues concerning the product, Karicare Toddler aimed for children over 12 months of age. Although the advertisement follows the WHO recommendations of abstaining from infant formula marketing, studies (Berry, Jones Iverson 2012; Tilgner et al., 2013) repeatedly show that parents fail to distinguish between infant formula and follow up formula. It leads to the practice of using follow up formula or toddler milk as breast milk substitutes. The Australian Government, Department of Health states the needlessness of infant formula in a childs diet. Conventional family food and cows milk is adequate for healthy growth and development. Toddler milk is essential only in case of inadequate diet and directions for use need strict following, which is rarely the case. Other factors that may be responsible for unhealthy eating is not considered which misguides the audience. Including toddler milk in the diet as a substitute for nutritious family food may not pose any direct health hazard, although it can cause unwanted life-long eating habits. Although your company has encouraged and emphasized the importance of breastfeeding and has addressed several nutritional needs of the country for several years, I would request you to consider the advertising and marketing policies of the concerned product in the context of encouraging and promoting breastfeeding in the Australian population. Yours Faithfully, Matrix Table Student Name: Author/Date/Title Study Objectives/research question(s) Methodology Design/Subjects Analysis Results Conclusions Study limitations Comments and/or Implications for practice Gemma L Mitchell, Claire Farrow, Emma Haycraft, Caroline Meyer/2013/ Parental influences on childrens eating behavior and characteristics of successful parent-focused interventions. The objective of the study is to determine how parental factors play a role in non-clinical feeding issues of children. Review and analysis of studies related to parental interventions at several levels like educational literature, Educational Group Programs, and Commercial Programs. Assessment of the potential role of Technology in Parental Intervention. Commercial Programs and Traditional Healthcare and research-led initiatives prove to be the most efficient method of intervention. The authors identify the essential characteristics of an effective intervention. Non-clinical feeding problems are extremely common, and parental intervention at an early stage is required. Use of technology for intervention needs more scientific research. Antonia Tilgner, Anke Ehlers, Bettina Rder, Annett Martin, AnkeWeienborn, Berlin/March 13, 2013/ What drives parents to buy toddler milk? The study aims to find the motive of parents in favor of and against buying toddler milk and differences in the nutrition of child who drink toddler milk with those who drink cow milk. Questionnaire and data collection. The primary motive of purchasing toddler milk was taste and health. Parents should be enlightened about the lack of necessity of the use of toddler milk. Nina J. Berry, Sandra Jones, Donald Iverson/ Toddler milk advertising in Australia: the infant formula ads we have when we dont have infant formula ads/ 2010 The study aims to find whether Australian parents can recall having seen advertisements for formula.' Qualitative analysis using Questionnaires. Almost all respondents inferred of seeing an advertisement for a formula, either from of a retailer or non-retailer origin. The AIMF agreement of preventing infant formula marketing is failing to achieve its purpose in practice indirectly. Follow up formula or toddler milk marketing indirectly contributes to the marketing of infant formula. Emily Watson and Dr. Anne-Louise Heath/ July 2013/ The role and use of fortified milk-based products in the diets of older infants and young children The study aims to review the role of cows' milk products and fortified milk-based products (including FUF, growing-up milk, and toddler milk) in the diets of older infants and young children. Electronic database Medline, OvidSP was searched for the review of the topics. Companies follow Codex Standard Recommendations of marketing only follow up formulas. Parents feed infants below six months with follow up formula, against recommendations. Parental Interventions are required for awareness of the importance of breastfeeding instead of other substitutes. Andrea C Wilson, J Stewart Forsyth, Stephen A Greene, Linda Irvine, Catherine Hau, Peter W Howie/ January 1998/ Relation of infant diet to childhood health: seven year follow up of cohort of children in Dundee infant feeding. It aims to identify the relationship between infant diet to respiratory illnesses, growth, and development. Data on respiratory illness, anthropometric data, and blood pressure data were collected. Infants breastfed for first 15 weeks had consistently lower probability of developing respiratory illness. Other parameters were also found to be deviating from normal for bottle fed infants. Breastfeeding and late introduction of solids may be beneficial for the child. Breastfeeding needs to be extensively promoted and encouraged. References Laws to protect breastfeeding inadequate in most countries [Internet]. World Health Organization. 2016 [cited 9 September 2016]. Available from: https://www.who.int/mediacentre/news/releases/2016/breastfeeding/en/ MAIF Agreement - Infant Nutrition Council [Internet]. Infant Nutrition Council. 2016 [cited 9 September 2016]. Available from: https://www.infantnutritioncouncil.com/marketing-codes/maif/ Watson E, Heath AL. The role and use of fortified milk-based products in the diets of older infants and young children. [Internet]. 2016 [cited 9 September 2016]. Available from: https://www.eatforhealth.gov.au/sites/default/files/files/the_guidelines/n56b_infant_feeding_summary_130808.pdf Wilson AC, Forsyth JS, Greene SA, Irvine L, Hau C, Howie PW. Relation of infant diet to childhood health: seven year follow up of cohort of children in Dundee infant feeding study. Bmj. 1998 Jan 3;316(7124):21-5. Mitchell GL, Farrow C, Haycraft E, Meyer C. Parental influences on childrens eating behaviour and characteristics of successful parent-focussed interventions. Appetite. 2013 Jan 1;60:85-94. Tilgner A, Ehlers A, Rder B, Mar-tin A, Weienborn A. What drives parents to buy toddler milk? Ernaehrungs Umschau in-ternational 60 (7): 116123 This article is available online: DOI 10.4455/eu. 2013.022 Author's copy! Any use beyond the limits of copyright law without the consent of the publisher is prohibited and punishable. This applies in particular to duplications, transla-tions, microfilming as well as storage and processing in electronic systems. Ernaehrungs Umschau international. 2013;7(2013):117. Berry NJ, Jones S, Iverson D. Toddler milk advertising in Australia: the infant formula ads we have when we dont have infant formula ads