Huge sculpture of beloved children's cartoon character appears next to iconic Tower Bridge
All the king's horses and all the king's men seem to have been busy, as the two-and-a-half metre-high egg is fully bandaged up.
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The installation was hand crafted over 28 days
Credit: Joe Pepler/PinPep
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Tom Fletcher has teamed up with the brand Yoplait to launch a national campaign
Credit: Joe Pepler/PinPep
The Humpty Dumpty installation was hand crafted over 28 days and weighs more than 85 kilos and is perched on top of a wall in Potter's Field, next to
It follows research by Yoplait, the makers of Petits Filous, which revealed nine in 10 parents feel confident they understand their child's nutritional needs – but doubt if they are meeting them.
The poll of 2,000 mums and dads of kids aged four to 10 found 58 per cent regularly worry about whether they are giving their little one the right nutrition, despite claiming their knowledge is good.
It served to highlight such confusion, with 28 per cent unsure about sugar content in food, 25 per cent unclear about what counts as a 'balanced diet', and 24 per cent struggling to spot signs of nutrient deficiencies.
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And 34 per cent blame unclear food labels, while 29 per cent simply don't have access to the expert advice they need.
According to Yoplait, calcium intake has fallen sharply over the past decade, and almost 20 per cent of 4 to 10-year-olds are now deficient in vitamin D each spring, with their long-term bone health under serious threat.
Yet, many parents mistakenly assume this is a problem for later life, missing the opportunity to strengthen bones while they're still developing.
As a result, the brand has teamed up with bestselling children's author and dad-of-three Tom Fletcher to launch a national campaign tackling the hidden crisis of childhood calcium and vitamin D deficiency - starting with a reimagining of nursery rhyme icon Humpty Dumpty.
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Once a symbol of fragility, Humpty is now reborn to bounce back stronger, highlighting the importance of calcium and vitamin D to build healthy bones from an early age.
Tom Fletcher said: 'As a parent, I know how easy it is to get caught up in the chaos of daily life - and nutrition can sometimes take a back seat.
'But what people don't realise is that calcium and vitamin D deficiency in children is quite common.
'If kids don't get enough during their crucial growing years, it can have a lasting impact on their bone health.
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'The great news is that it's easy to make a difference.
'Something as simple as adding a fortified yoghurt to their daily routine can give them the calcium and vitamin D they need to build healthy bones.
Humpty Dumpty sculpture appears on top of wall in central London
"I loved reimagining the Humpty Dumpty rhyme for this campaign - it's such a lovely and playful way to deliver a serious message.
'Humpty's great fall is the perfect reminder of what can happen when we don't build our kids up properly from the inside out.'
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The research suggests a major part of the crisis is down to confusion with social media myths, shifting trends, and conflicting health advice pushing parents away from trusted sources of nutrition.
Nearly three in 10 avoid yoghurt due to concerns about sugar or artificial sweeteners - often influenced by online misinformation.
While 53 per cent know that brittle bones, delayed growth (40 per cent), and rickets (40 per cent) as indicators of calcium or vitamin D deficiency, this awareness doesn't always translate into action.
It also emerged 31 per cent struggle to get their children to eat enough nutrient-rich foods, while 22 per cent don't understand how much of each nutrient their child needs, and the same amount have never heard of food fortification.
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Speaking in partnership with Yoplait, which has collaborated with Mumsnet and the National Schools Partnership to reach thousands of families at home and in schools to drive action and awareness, dietitian Dr. Carrie Ruxton said: 'Many parents still underestimate the value of simple foods like fortified yoghurts, which are packed with the nutrients kids need.
'There's been a trend towards parents swapping out yoghurts for less nutritious options like biscuits or unfortified snacks but this would have the effect of limiting the essential nutrients that children need for growth and development.'
Antoine Hours, from the brand, added: 'Parents are navigating conflicting advice about nutrition, leaving them often uncertain about whether their children are getting the right nutrients.
"Small dietary changes, like adding calcium-rich foods such as fortified yoghurt, can have a significant impact.
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'Humpty Dumpty has long been recognised as a symbol of fragility.
'With Tom Fletcher's updated version of the story, he serves as the perfect icon to remind parents and children alike of the importance of nutrition in growing up strong and resilient.'
DR. CARRIE RUXTON'S QUICK WINS FOR BUILDING HEALTHIER BONES:
1. Aim to give kids 2-3 dairy servings a day to maximise calcium and healthy protein intakes. This can include milk, fortified yoghurts and cheese as snacks or part of meals
2. Check food labels for the calcium and vitamin D content - and don't fear 'fortified'
3. Get kids outside to enjoy outdoor play for a natural vitamin D boost and remember to slap on sun cream in summer. Jumping and running stimulates bone density helping your child develop stronger more resilient bones.
4. Give your kids a daily vitamin D supplement as recommended by healthcare professionals. Ask your pharmacist if you are unsure about the dosage or which products to buy.
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