Junk Food And Low IQ Link Suggests Value Of Childrens Vitamins

Recent press headlines that a junk food diet may damage children’s IQ have highlighted the potential value of nutritional supplements, say the makers of Vit Heroes. According to researchers at Bristol University, writing in the Journal of Epidemiology and Community Health, there is a link between a diet high in processed foods and a slightly lower IQ. By comparison, youngsters whose diets are packed full of vitamins and nutrients tend to have a higher IQ, even after taking into account such factors as mother’s level of education and social class.

These findings are borne out by an earlier report in the British Journal of Nutrition, which concluded that diet can influence cognitive ability and that poor nutritional status can adversely affect brain function. It suggests that intelligence scores can be improved by micronutrient supplementation in children and adolescents with poor dietary status, highly deficient in vitamins and minerals.

Principle Healthcare, one of the country’s leading producers of vitamins, minerals and supplements, has formulated a range especially for children from 3 years upwards, called Vit Heroes, and feels that products like these can help compensate for dietary deficiencies and, it seems, even improve youngsters’ brainpower.



“Nutritionists contend that with a healthy, well-balanced diet, children shouldn’t really need supplementation,” says Principle’s Fiona Wiseman. “But there are enough signs that today many kids favour junk food over what this study terms ‘health-conscious dietary patterns’, simply refusing to eat salads, fruit, vegetables, cheese and fish. So they and their parents need a little nutritional assistance.”

Mindful of concerns about potentially harmful additives in some children’s medicines and supplements, Principle has ensured Vit Heroes are totally free from artificial colours, sweeteners and preservatives, using natural fruit flavours to appeal to young taste buds. Three Vit Heroes supplements, Multivitamin, Vitamin C and Calcium & Vitamin D, address mainstream nutrition needs for healthy, early growth and the chewable gummy bears are pleasant and easy to take, usually as a one-a-day supplement.

“Vit Heroes offer a handy way for children to enjoy the nutrients they need to grow, develop and build their brainpower,” says Fiona. “At the same time, they reassure parents with children who are fussy eaters or simply prefer junk food that their kids are not missing out on key vitamins and minerals.”

There’s a parent and child friendly new website at www.vitheroes.com, with information about healthy living and an opportunity to buy online. Vit Heroes are also available from branches of Asda and Morrisons and selected independent pharmacies.

To find out more about Vit Heroes or to become a stockist contact us on +44(0)1756 792600