Michelle Obama has made public her collaboration with a new company that aims to produce and market nutritious food and beverages for kids. These products are expected to have a reduced negative impact on children’s long-term health due to their lower sugar levels and higher nutrient content.
As a “Co-Founder and Strategic Partner” of PLEZi Nutrition, the former first lady continues her pursuit to enhance child nutrition, which she initially started during her White House tenure.
“I’ve learned that on this issue, if you want to change the game, you can’t just work from the outside,” she said during a keynote address in New York during a conference on the future sponsored by The Wall Street Journal. “You’ve got to get inside. You’ve got to find ways to change the food and beverage industry itself.”
“So today, I’m proud to announce the national launch of a company designed not just to provide better products, but to jumpstart what I hope will be a race to the top that will transform the entire food industry,” she added.
Ms. Obama’s aides have stated that she is a Co-Founder and Strategic Partner of PLEZi Nutrition, and will primarily work behind-the-scenes to support the company’s educational and philanthropic efforts. However, it has not been clarified whether she made any financial investment in the company or if she will receive a salary. It has also been emphasized that she will not be a spokesperson or public face of the company.
During her time as first lady, Ms. Obama championed the “Let’s Move” initiative at the White House to enhance the wellbeing of American children by encouraging them to adopt healthier eating habits and engage in physical activity. She also played a significant role in improving federal nutrition standards for school lunches and eliciting commitments from food companies and restaurant chains to reduce calories, salt, sugar, and trans fats in their meals.
Ms. Obama mentioned on Wednesday that despite previous efforts, children are still not meeting the recommended nutrient levels and are consuming excessive amounts of added sugar – an average of 53 pounds per year. According to her, sugary drinks remain the primary source of added sugar for youngsters, with almost two-thirds of them consuming such beverages every day.
PLEZi Nutrition, located in the District of Columbia, is a public benefit corporation. As a for-profit entity, the company was established with the aim of serving the public good, with a focus on enhancing child nutrition. The company is committed to balancing its financial goals with its mission to contribute to the betterment of child nutrition.
According to the former first lady, PLEZi Nutrition’s debut product is a drink designed for children aged six to twelve. The drink, available in four flavors – Tropical Punch, Orange Smash, Sour Apple, and Blueberry Blast – contains 75% less sugar compared to typical fruit juices. The drink can be bought at Target and Sprouts Farmers Market stores, as well as online at Walmart.
Notably, the PLEZi Nutrition website highlights that water is the healthiest drink option for children.
“First and foremost, we know kids should first drink water, and PLEZi isn’t intended to replace water!” the website reads. “PLEZi has 75 per cent less sugar than average leading 100 per cent fruit juices, no added sugar, plus fibre and nutrients to support kids’ growing bodies. So our recommendation is always water first, and replace the sugary drinks your child would drink normally with PLEZi.”
Ms Obama also announced that the company is donating $1m to an initiative by FoodCorps, a nonprofit organisation that is working to help all 50 million students in the US receive education about nutrition and free school meals by 2030. PLEZi Nutrition will also contribute 10 per cent of its profits to the broader movement to improve child nutrition.
