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28 April 2003 PR 03/27

Kellogg’s calls on Loughborough scientist to assess impact of new national healthy eating initiative

The world’s leading breakfast cereal brand has enlisted the expertise of Loughborough University to scientifically prove that its new healthy eating initiative can help lose fat and inches.

Dr Robin Hooper, an ergonomist in Loughborough University’s Human Sciences Department, acted as an independent consultant for Kellogg’s Kick-start UK trial to assess the change in body shape associated with moderate weight loss in relation to dietary restriction. “As the trial lasts for only two weeks, I was pleasantly surprised to find that participants had lost more than 3/4 inch on average from around their waist and experienced girth reductions all over their body. 38 per cent dropped a whole trouser size,” says Dr Hooper.

Kellogg’s Kick-start is a newly launched national campaign in line with government nutrition guidelines that we maintain a low fat, high carbohydrate diet for a healthy lifestyle. It is a simple two-week programme in which participants eat two bowls of either Kellogg’s Special K or Kellogg’s Crunchy Nut with semi-skimmed milk for breakfast and either lunch or dinner in order to ‘kick start’ a trimmer shape.

Prior to commencing the trial, each of the participants was measured around the waist, chest, upper arm, hip and thigh, and their height and body fat were measured. In addition to using these standard anthropometric measurements, Dr Hooper also set up a process for the ‘blind fitting’ of jeans and trousers. Each participant was given three different sized pairs including their current size, but the size labels were removed. The garments were specifically chosen due to the tough and rather ‘unforgiving’ fabric properties and no mirrors were provided, so that participants would assess the comfort of each and select the garment that gave their preferred size.

“In addition to the encouraging weight loss which the participants experienced after the two-week trial, we were surprised to discover so many of the group found that the next jeans size down had become a more comfy fit,” explains Dr Hooper.

“As well as increasing the proportion of carbohydrate in the diet, the promising results we encountered are in line with new research which reveals that raising your calcium intake whilst restricting calories will aid weight loss,” concludes Dr Hooper. “Furthermore, the presence of significant abdominal fat is linked with the risk of suffering ill health such as a heart condition or diabetes. Any regime that encourages gradual fat loss from the chest and waist is a positive step towards a healthy lifestyle.”

The Kellogg’s Kick-start has been very well supported by extensive and repeated studies around the world. In addition to the Loughborough University study, research at Queen Margaret University College, Edinburgh found that over 20 per cent of participants lost more than 6lbs and the average weight loss was 4.3lbs.

Kellogg’s Kick-start should be followed for two weeks only. Participants are encouraged to eat plenty of fruit and vegetables and low fat, high carbohydrate food. The programme is not recommended for anyone with a Body Mass Index (BMI) under 25. Pregnant or breast feeding women, anyone under 18 years of age or taking medication should consult their doctor before commencing Kellogg’s Kick-start or any other weight-loss programme.

Further information about Loughborough University's consultancy expertise in health, fitness and human science is available at the following website:
http://www.lboro.ac.uk/business/luel/kelloggs

For further information please contact:

Further information regarding the Loughborough study for Kellogg’s UK Kick-start trial is available for journalists and Dr Robin Hooper is available for interviews. Please contact either Anna Seddon or Fleur Stanford for details.

For further information about Kellogg’s Kick-start, please contact the Kellogg’s Press Office at Hill and Knowlton, 35 Red Lion Square, London WC1R 4SG
Alison Ward, T: 020 7413 4485, E: award@hillandknowlton.com
Jo Clark, T: 020 7413 3036, E: jclark@hillandknowlton.com

Notes to editors

  1. Body Mass Index (BMI) is a measure of fatness or leanness and is calculated by dividing one’s weight in kilograms by the square of one’s height in metres. If the BMI of an adult is:
    Below 18.5, they are underweight
    18.5 - 25, they are within normal weight range
    25 - 30 they are probably overweight
    Over 30, they are probably obese

  2. Kellogg’s Kick-start is in line with government guidelines that recommend that we reduce our fat intake to 35% of energy intake (currently about 40%) and increase carbohydrate intake to above 50% of energy intake.

  3. Details of Kellogg’s Kick-start are available on packs of Kellogg’s Special K or Kellogg’s Crunchy Nut or visiting http://www.kelloggs.co.uk

  4. Loughborough has an established reputation for excellence in teaching and research, strong links with industry, and unrivalled sporting achievement. Assessments of teaching quality by the Quality Assurance Agency place Loughborough in the top flight of UK universities, and industry highlights Loughborough in its top five for graduate recruitment. Around 30% of the University’s income is for research. The University has been awarded four Queen’s Anniversary Prizes: for its collaboration with aerospace and automotive companies such as BAE Systems, Ford and Rolls Royce; for its work in developing countries; for pioneering research in optical engineering; and for its world-leading role in sports research, education and development.

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