Our Manifesto
Over the last thirty years, children’s dietary health in the UK has faced some significant challenges. We now have some of the highest rates of childhood obesity and dental decay in Europe, in large part due to a food environment dominated by ultra–processed and sugary foods, often directly marketed at children.
At the same time many parents are confused and don’t know where to turn. They are time poor and need convenience, but they also want honesty, clarity and the ability to make informed decisions about the food they buy for their children.
But momentum for change is starting to build. The government’s new food strategy shows a willingness to tackle unhealthy foods, but we believe much more can be done.
The KFDC represents a group of businesses all driven by the belief that children deserve better. Guided by an accredited group of independent dieticians and nutritionists, we have developed a unique set of criteria (in accordance with public health guidelines and informed by the WHO Nutrient Profiling Model) that brands must meet to earn the “KFDC Approved” badge.
Our core mission is to change the culture that currently surrounds the children’s food sector by raising standards, inspiring customers to demand better and encouraging the industry to innovate and improve.
Our goals are to:
Establish the “KFDC approved” badge as a trusted symbol of healthier choices for both parents and industry
Support our member brands through networking and collaboration
Partner with NGOs, charities and research bodies and become a leading voice on children’s dietary health
Work with retailer and industry leaders to make healthier food and drink more visible, accessible and affordable
Advocate for positive change through policy, research and public awareness
Together we believe we can rebuild trust and create a food environment for our children that supports their current and future health outcomes.