Moo-ve Over with Cadburys Dairy Milk Buttons & Giovanna Fletcher

Cadburys and Giovanna Fletcher have recently teamed up together to promote where our food comes from after Cadburys conducted some research** into where children believe their food originates.  Some of their findings were rather disturbing.

New research from Cadbury Dairy Milk Buttons reveals the bizarre myths that children between 4 and 8 believe about their food

  • Over one in ten boys (11 per cent) believe milk comes straight from the supermarket
  • A fifth (20 per cent) of five year olds believe that chocolate is made from eggs
  • Almost a third of children (29 per cent) believe a cow’s diet consists of sandwiches and pizza

Top 4 ingredients children believe are found in chocolate:

  1. Eggs (20 per cent) 
  2. Flour (12 per cent) 
  3. Plants (9 per cent of four year olds)
  4. Wheat (6 per cent of four year olds)

The research was commissioned by Cadbury Dairy Milk Buttons, and has been followed by a project with foodie mum of two Giovanna Fletcher to launch a video designed to show families about food provenance; in particular where the glass and a half of milk* used to make each packet of its iconic Cadbury Dairy Milk Buttons comes from.

As parents Hubby and I have always been very conscientious in teaching our girls where their food comes from.  I personally once heard a child inform their mother that milk comes from the supermarket and I was a little taken aback.  I can see why this child thought that, after all that is where we get it from.  How is a child going to know that isn’t where it originates from if we, as parents, don’t teach them that?  This got me thinking and I quickly quizzed Pinky (aged two at the time) on the matter.  She clearly hadn’t even considered this before and she didn’t know where milk came from at all.  So I taught her.  And now I teach Perky the same things.  Chicken is chicken.  Yes as in ‘cluck cluck’.  Duck is duck.  Yes as in ‘quack quack’.  Beef is cow etc etc….

Initially I was concerned this would put them off their food (well Pinky at least) but it has had the opposite effect.  She is genuinely interested where her food comes from and now asks me questions about food on a regular basis.

I consider myself a bit of a ‘foodie’ so when I was contacted to help promote this campaign I figured ‘why not’?  Then I got quite absorbed by it.  I was asked to see what my own children thought about where milk came from.  Now obviously Perky can’t answer this just yet but Pinky (now aged three and a half) seriously did me proud!  The conversation went like this:

Me: ‘Do you know where milk comes from?’

Pinky: ‘Yeeees… Cows!’

Me: ‘Thats right!’

Pinky: ‘Their milk comes from here’ (pointing at her belly, she couldn’t remember the word for udders)

Me: ‘Wow that’s very clever.  Do you know what cows eat?’

Pinky: ‘Grass.’

Me: ‘Yes! And do you know what is in chocolate?’

Pinky: ‘Noooo?’

I think I just blew her three year old brain with the answer to that one!

Having established that my life lessons in food are not falling on deaf ears I showed her Cadburys and Giovanna video:

We both loved the video!  Pinky had a little giggle at some of the responses of the children when they were asked what cows eat… She thought the ‘fish and chips’ answer was the funniest one.

I believe it is very important to teach children (and some adults) where our food comes from.  Knowledge is power and with all the gastronomic advances we have made in recent years just imagine what the children of today will be able to do with food in the future if we start educating them on the basics when they are young.

About Cadbury Dairy Milk

* A glass and a half of milk = 426ml of fresh liquid milk in every 227g Cadbury Dairy Milk Buttons. Cadbury Dairy Milk Buttons was launched in 1905 and became an instant success. Made with fresh milk from the British Isles, and Fairtrade cocoa beans, Cadbury Dairy Milk remains one of the UK’s top chocolate brands.  

**The research was conducted between 10th – 24th October 2016, on a sample of 1,500 parents and their children, living in the UK British parents and their children aged 4-8.

***Disclaimer: I was provided with some chocolate by the Cadbury Press office and marketing material to help promote this campaign.  These words are in italics, also the photos and video were provided.  All other words and opinions are my own and I was happy to share this as it is a subject I feel very passionate about. (The chocolate was bonus but didn’t sway my opinion, only gin can do that).

Mudpie Fridays
3 Little Buttons


  1. So now I know where you get your chocolate bribes from LOL. Brilliant post and I’m also trying to teach my daughter about where food comes from. Studies like these are always rather shocking aren’t they? Great work from Cadbury’s to raise some awareness and arm parents with the information they need to help educate their kids. #BloggerClubUK

  2. This is a great idea from Cadburys, it never even occurred to me that kids wouldn’t know these things!
    We took Gray to a farm park in Wales on our visit in July, while there he and his cousin actually got a chance to milk a cow! We then watched a demonstration and listened to a talk about milking in which we were shown jugs of milk with the cream in varying stages (skimmed, whole etc) and the farmer spoke about what cows eat etc.
    I think it was really interesting for the kids and also fun too, Gray was so excited to learn cream and milk came from the same place! haha xx #stayclassymama

  3. This was great and little legs and I just watched the video together! I’m so pleased to report that he also knew the answers to the first two questions!! Phew!!
    He was really surprised about milk being in chocolate though – I think he probably thinks this will go in his favour next time he asks for some! Great post – love Gi aswell! 🙂 #dreamteam

  4. Great to know that big brands are taking on projects like this. I think it’s really important to teach children where food comes from, even if it is on a very basic level. Love cadburys 🙂 Thank you for linking up to the #DreamTeam x

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