Beko is giving visitors to its stand at this year’s IFA show a taste of its new ‘Eat Like A Pro’ campaign.
The campaign will launch in January 2018 and is supported by Barcelona football club with the aim of raising awareness of the rapidly growing rates of childhood obesity around the world.
It aims to tackle the issue by empowering and helping parents on the importance of healthy eating and will also give families exclusive access to the eating regimes of the FC Barcelona team through the ‘Eat Like A Pro’ recipe book and website.
These feature exclusive recipes from FC Barcelona nutritionist Dr M Antonia Lizárraga Dallo and Ella Mills.
Both Ms Mills and FC Barcelona football legend Patrick Kluivert joined Beko at IFA for the campaign announcement.
Hakan Bulgurlu, chief executive of Arçelik AS, the parent company of Beko, commented: “Childhood obesity is truly a global issue. If current trends continue, the number of overweight or obese under-fives 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 among 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.”
Mr Kluivert said: “For me to play at the top of my game for more than 15 years, healthy eating and nutrition was so important to me. I have passed all of this down to my children today and the Beko global initiative of Eat Like a Pro can inspire families and children all around the world to eat healthier food.”
Ms Mills added: “It’s great to be part of this initiative, for which I have created a number of recipes that I’m thrilled to share, which show that healthy eating is easy and needn’t mean compromising on taste.
“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.”