Industry News | July 13, 2011

BK Backs New National Kids Meal Program

It wasn’t Bring Your Child to Work Day, but that’s certainly what it felt like at the launch of the National Restaurant Association’s new healthy kids menu initiative “Kids LiveWell” in Washington, D.C., today.

Children and parents filled the room at the National Press Club, enjoying the new menu items introduced as part of the initiative.

Kids LiveWell is a nationwide program that provides parents and children with healthy meal options when dining out. It is in collaboration with the website, and requires meals carrying the LiveWell logo to contain two servings of fruits or vegetables, whole grains, lean protein, and low-fat dairy. All LiveWell kids meals must also have 600 or fewer calories. A meal includes an entrée, a side dish, and a drink.

“We’re constantly evolving to meet customers’ needs,” said Dawn Sweeney, president and CEO of the NRA. “Restaurants are woven into Americans’ lives.” She went on to explain that it’s the NRA’s goal to offer voluntary and flexible options for restaurants to serve healthy meals.

Healthy Dining, which runs the website, will serve as the third-party validator of the nutrition profile of menu items. Locations serving LiveWell-approved menu items will then be listed on the site, making it easier for parents to identify restaurants with better menu choices for children, no matter their market.

“Kids LiveWell empowers parents to confidently make informed decisions abut their children’s meals as part of maintaining a healthy lifestyle,” said Anita Jones-Mueller, founder of Healthy Dining.

Of the 19 inaugural restaurant partners in the Kids LiveWell program, six are quick-service brands. The biggest quick serve to participate is Burger King.

“With this program we’re finally seeing many of the advances we’ve made in the area of healthy options for kids being presented nationally,” Craig Prusher, vice president of government relations for the burger company, told QSR. “We’re part of a larger program, and it dovetails with what we were doing before but just with greater exposure.”

Prusher said the 19 companies signing onto the initiative aren’t the only restaurant brands focusing on healthy options for children. He said he expects more quick serves to sign on as they see the success of Kids LiveWell grow.

The other quick serves participating in the launch are Au Bon Pain, Corner Bakery, zpizza, Burgerville, and El Pollo Loco. The first three also sampled their Kids LiveWell menu items to hungry children in the audience.

As the youngest attendees enjoyed plates of fresh vegetables, bison sliders, and organic apple juice, industry officials and media stopped by for their take on the new menu items.

“I’m not supposed to talk with food in my mouth,” one young boy said with a smile.

The LiveWell-approved menu items are being offered at nearly 15,000 locations across the country.

The 19 restaurant brands participating in the launch are: Au Bon Pain, Bonefish Grill, Burger King, Burgerville, Carrabba's Italian Grill, Chevys Fresh Mex, Chili's Grill & Bar, Corner Bakery Cafe, Cracker Barrel, Denny's, El Pollo Loco, Friendly's, IHOP, Joe's Crab Shack, Outback Steakhouse, Silver Diner, Sizzler, T-Bones Great American Eatery, and zpizza.


By Blair Chancey

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.

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