Management and European Editor of the Journal of Product and Brand Management. His research focuses on the symbolic meaning of brands, consumer culture and identity and the dynamics of brand ecology. Clare Leonard graduated in Management from Exeter University and is currently travelling the world. AbstractAttitudes towards fashion brands (trainers/athletic shoes) and their symbolic meanings are explored among a sample of 30 children aged 8-12 years from poor homes in the UK, in an interpretive study using projective methods. The children form stereotypes about the owners of trainers: if the trainers are obviously branded and expensive the children believe the owner to be rich and young, if the trainer is unbranded and inexpensive looking the children believe the owner to be poor and old. If a child is wearing branded trainers they are seen as popular and able to fit in with their peers. These opinions are so strongly held that the children would prefer to talk to someone wearing branded trainers than unbranded trainers. The children also feel pressure to wear the trainers that their friends wear, partly to make friends and fit in and partly because of the teasing experienced if they are wearing unbranded clothes or are clearly from a poor home.

Objective: To evaluate whether consumption of breakfast cereals is associated with BMI in a sample of Greek adolescents. Design: A cross-sectional health and nutrition survey. Setting and subjects: During 2004-5, 2008 schoolchildren aged 12-17 years were selected from twelve schools located in Vyronas region (Athens metropolitan area). Height and weight were measured and BMI was calculated. A semiquantitative FFQ was applied and multiple logistic regression analysis was used. Results: Overall, 4?7 % of boys and 1?7 % of girls were obese, whereas 19?4 % of boys and 13?2 % of girls were overweight. Only 20?7 % of boys and 15?5 % of girls reported that they consume cereals as a first choice for breakfast. Consumption of breakfast cereals was associated with lower BMI in boys (P 5 0?08) and girls (P 5 0?019), irrespective of age and physical activity status. More prominent results were observed for daily cereal consumption or for more than two daily servings of cereals consumed for breakfast. Consumption of pre-sweetened breakfast cereals was associated with lower BMI compared with non-pre-sweetened or no intake of cereals, in both genders (P , 0?001). Consumption of breakfast cereals was associated with 33 % (95 % CI 14 %, 48 %) lower likelihood of overweight/obesity, irrespective of age, sex and physical activity status. Conclusions: Consumption of breakfast cereals was associated with lower BMI levels and a lower likelihood of overweight/obesity in both genders; thus a solid basis for public health professionals could be built when issuing advice on weight management.

The management of pancreatic insufficiency and the maintenance of satisfactory fat-soluble vitamin status are major issues in the nutritional management of cystic fibrosis (CF). This article discusses the pancreatic enzyme replacement preparations currently used in the United Kingdom. It also provides an overview of the importance of fat-soluble vitamins in CF, the supplements currently used, and assesses where future research might be directed. We conclude that dietitians play an important role in helping CF patients to achieve optimal growth and nutritional status, and should therefore be involved in management from diagnosis. Monitoring of pancreatic enzyme replacement therapy (PERT) and vitamin therapy is an integral part of the dietetic assessment, and should be carried out on a regular basis to ensure optimal nutritional management for each individual. Future research needs to concentrate on the efficacy and safety of high lipase enzyme preparations. Research is required to assess the absorption, metabolism and losses of fat-soluble vitamins amongst today's CF population, and to determine requirements according to age group.

Background: ADEKs® is a new multivitamin preparation formulated specifically for cystic fibrosis (CF) patients, containing all four fat‐soluble vitamins. There is no data currently available on its use in CF. Method: We carried out a retrospective study to evaluate ADEKs® in 54 CF patients attending the specialist CF Unit at Nottingham City Hospital. Plasma vitamin A and E levels were collected from annual review reports when taking ADEKs® and a year previously when using other vitamin preparations. Dietary assessment data was available for 24 of these patients (11 children, 13 adults). Results: ADEKs® was taken for a median of 9.5 months by 19 children (mean age 11.3 years; range 7–15 years) and for 4 months by 35 adults (mean age 24 years; range 17–36 years). Median plasma vitamin A levels were significantly higher ( P<0.05) for all age groups (27% increase for 7–10 year olds, 48% increase for 11–15 year olds, 100% increase for 16+ year olds) following the change from other vitamin supplements to ADEKs®. Median plasma vitamin E levels were also significantly higher (59% increase for 7–10 year olds; 16% increase for 11–15 year olds; 26% increase for 16+ year olds). Fifteen (28%) and 9 (17%) patients went from below to within the normal plasma reference range for vitamins A and E, respectively, when changed onto ADEKs®. Four (7%) and 11 (20%) patients had values above the normal plasma range for vitamins A and E, respectively, whilst on ADEKs®. Conclusion: This study suggests that ADEKs® tablets are useful for CF patients aged over 10 years as plasma vitamin A and E levels were improved. The use of a single vitamin preparation such as ADEKs® is likely to improve compliance. We have reservations over its use amongst the 7–10 year olds because of high plasma vitamin A (3/9) and E (7/9) levels, although further research may ultimately endorse its future use within this group.

We have studied the impact of the introduction of a specialist dietetic service and colonization on nutrition and lung function in cystic fibrosis (CF) patients in Nottingham, over a 3‐year period from 1990 to 1993. We performed cross‐sectional analyses of all patients attending the adult clinic (42 in 1990 and 48 in 1993) and longitudinal analysis of the 34 patients who were present in both years. Nutritional status improved in the whole clinic population following the introduction of a specialist dietetic service in 1991. The presence of colonization with Burkholderia cepacia was associated with an accelerated decline in lung function compared with patients colonized with other organisms. Despite this decline, nutritional status was well maintained in both groups of patients. This study shows that the introduction of a specialized dietetic service can result in better nutrition even in patients with declining lung function.