Dierbergs Launches Fight Against Kids' Obesity

ST. LOUIS - Dierbergs based here has launched "Kids B.E.E. Healthy," a new initiative to encourage children to eat healthier and combat obesity. Laura Dierberg Padousis, the family-owned retailer's v.p., is spearheading the campaign with the help of the American Heart Association, and the chain's home economists and dietitians.

Dierberg Padousis worked to develop the Kids B.E.E. (Better Eating and Exercise) Healthy program, which will be highlighted in all Dierbergs stores from through October 15, the chain said on its Web site. The aim of the program is to encourage kids to take the "Go Healthy Challenge," and inspire them to eat healthier and exercise more with the help of in-store education and events.

"As a mother with two young children, it is startling to see how childhood obesity has become so pervasive in our community," said Dierberg Padousis. "The Kids B.E.E. Healthy products were chosen for a variety of reasons -- anywhere from being low in saturated fats to naturally low in sodium to high in fiber. She added that the foods in the program must also be something that kids would actually eat.

Kids can sign up for the "Go Healthy Challenge" at any Dierbergs courtesy center, after which time they will receive a free "Healthy Recipes Kids Love" cookbook while supplies last.

Dierbergs will support the effort with a Kids B.E.E. Healthy sampling event the week of Sept. 18, which will feature health-smart, kid-friendly food samples throughout the store.

Throughout the duration of the promotion, the chain will display product shelf talkers, which represent kids' top picks for products that are both healthy and appealing.

On Sat., Sept. 22, the grocer will host Kids B.E.E. Healthy cooking classes at Dierbergs School. All kids who sign up for the classes will receive a free "Kid Favorites Made Healthy" cookbook (a $20 value). In addition, Dierbergs will promote the initiative via a Kids B.E.E. Healthy informational flyer.
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