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Industry News

Published on August 31st, 2017 | by The GC Team


Beko announces healthy-eating initiative at IFA 2017

Beko chose IFA 2017 to announce the launch of ‘Eat Like A Pro’, an initiative supported by FC Barcelona and aimed at raising awareness of the growing rates of childhood obesity around the world. 

The full campaign will be rolled out globally from January 2018, and will engage with families, schools, communities and households to encourage them to rethink their food choices and ‘Eat Like A Pro’.

Ella Mills – aka Deliciously Ella – and FC Barcelona football legend Patrick Kluivert joined Beko today at IFA for the campaign announcement, showing their support and sharing their expertise and tips on healthy living.

Hakan Bulgurlu, CEO of Beko parent company Arcelik A.S., said: “Childhood obesity is truly a global issue. If current trends continue, the number of overweight or obese under-5s will reach 70 million by 2025.

“At Beko, we believe we can help tackle this crisis in two important ways: by our innovative technologies that make healthy eating easier, and by generating excitement amongst children to eat healthily.

“Our Eat Like a Pro initiative aims to make healthy food enticing to children throughout the world, helping them eat what their heroes eat. Our aim is simple – to help reduce childhood obesity through prevention and education.” 

The campaign also aims to grant families access to the eating habits of the Barcelona team’s finest players via an ‘Eat Like A Pro’ recipe book featuring recipes by team nutritionist Dra. Mª Antonia Lizárraga Dallo and Ella Mills, and also through an ‘Eat Like A Pro’ website (www.beko.com/eatlikeapro) where families can access a range of fun activities along with healthy eating tips and recipes. 

Ella Mills commented: “I’m excited about being part of a campaign that aims to reach families worldwide on the issue of childhood obesity, and with the support of Beko and FC Barcelona I hope that we can really make a difference by showing how delicious healthy eating and good nutrition is key to fighting this worrying global epidemic.”

Beko said it will also be announcing “an exciting collaboration” to reach global communities to raise awareness and to educate on the dangers of childhood obesity.

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