Yoplait and We Are Futures launch nationwide schools programme to build stronger bones

We Are Futures has teamed up with Yoplait and bestselling children’s author and dad-of-three Tom Fletcher to launch an exciting new nationwide schools programme and a bold national campaign tackling the hidden crisis of childhood calcium and vitamin D deficiency.

The campaign kicks off with a creative reimagining of nursery rhyme icon Humpty Dumpty. Once a symbol of fragility, Humpty is now reborn to bounce back stronger, showing how calcium and vitamin D can help build healthy bones from an early age. It’s a fun, memorable way to spark conversations in homes and classrooms about the importance of getting these essential nutrients every day.

The Yoplait Healthy Brilliant Bones programme comes in response to worrying gaps in nutritional knowledge among parents across the UK. Research commissioned by Yoplait - the makers of Petits Filous and Frubes - revealed that while 90% of parents say they understand nutrition, 58% worry their children aren’t getting the essential nutrients they need, especially calcium and vitamin D.

A quarter are unsure about the daily requirements for these nutrients, and nearly 3 in 10 say they don’t have access to the expert advice they need. Confusion is also rife over sugar content (28%) and what a “balanced diet” really looks like (25%), with 34% of parents blaming unclear or confusing food labelling. Alarmingly, just under a fifth of children aged 4–10 are vitamin D deficient.

To address these challenges, the programme is delivering curriculum-linked lessons, fun take-home activities, and a national competition for schools across the UK. The aim is to inspire learning both in school and at home, helping parents and children discover together how fortified yoghurt can play a role in supporting bone health.

The competition offers fantastic prizes for both schools and individuals. School winners in the 3-6 and 7-9 age categories will each receive a £500 voucher for PE equipment, while runners-up will win a set of Tom Fletcher books. For individual participants, winners in each age category will take home a £250 family experience voucher.

This programme is more than just a set of lessons, it’s a national movement to empower families with knowledge, inspire healthier choices, and make healthy bones a priority for every child.

📚 Teachers and parents can access the free resources and competition details here: https://www.nationalschoolspartnership.com/initiatives/brilliant-bones