Greg Rutherford warns children’s bone health is a ‘time bomb’ as research reveals worrying levels of exercise and calcium

Greg Rutherford is urging better guidance for parents as new research highlights gaps in children’s activity, calcium and vitamin D intake.

Yoplait has installed a children’s playground in partnership with Olympian Greg Rutherford, opposite the Houses of Parliament. It’s closed for play, not because it’s broken but because kids’ aren’t getting enough daily activity or enriched dairy with Calcium and Vitamin D, so their bones aren’t strong enough to use it.

Yoplait

Published: September 2, 2026 at 11:26 AM

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Olympic long jump champion and dad-of-four Greg Rutherford is calling for clearer guidance on children’s bone health, as new research suggests many UK children may be missing out on key building blocks for healthy bones.

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Research commissioned by Yoplait, based on a survey of 1,500 UK parents of children aged 4-11, found that nearly half (48%) of children aged 5-11 are not meeting the recommended 60 minutes of physical activity a day.

The research also found that 36% of children aged 4-11 are eating fewer than two portions of calcium-rich food a day, while parents reported concerns about their children getting enough vitamin D.

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Rutherford, who has four children, says parents can find it difficult to know which advice to follow.

“Parents are doing their best with the information they have, but it’s a minefield, and working out fact from fiction can be a real challenge. The positive benefits for families of getting outside and playing together need to be championed, and the Government needs to relook at their advice and ensure parents have the most up to date information to make the best choices for their kids.”

Children’s activity levels and screen time are a concern

According to the Yoplait research, children are spending an average of three fewer hours outside each week than their parents did at the same age. Over the course of a year, that adds up to 156 hours.

The research found children spend around nine hours a week on devices, compared with seven hours playing outside. Nearly half (48%) of parents said their child would rather stay indoors using a device than go outside to play.

Active play, including activities such as running, jumping and climbing, can help support healthy bone development. However, only 58% of parents surveyed understood the benefits of these activities for children’s bones.

Six in 10 parents (64%) said they were concerned about the amount of time their children spend outside.

The positive benefits for families of getting outside and playing together need to be championed, and the Government needs to relook at their advice and ensure parents have the most up to date information to make the best choices for their kids.

Greg Rutherford, Olympic champion and dad

There’s also a gap in parents’ knowledge about calcium and vitamin D

The research suggests that parents’ confidence about their children’s nutritional needs does not always match their knowledge of bone health.

More than half (53%) of parents did not know that children’s bones continue developing up to the age of 18. Just over half (51%) identified vitamin D as an essential part of healthy bone development, while 39% were unaware of the importance of calcium.

Although 66% of parents believed their child was getting enough vitamin D, fewer than half (45%) knew that fortified foods such as yoghurt can be a source of the vitamin.

The survey also found that 42% of parents were unsure where to find information about good bone health, while 59% were unaware of current Government guidance around calcium and vitamin D intake for children.

Yoplait says its research also found that searches for symptoms of calcium deficiency have increased by 20%.

What can parents do to support healthy bones?

Dietitian Dr Carrie Ruxton PhD, who has partnered with Yoplait as part of its campaign, says the combination of reduced physical activity, increased screen time and low intakes of bone health nutrients is a concern.

She said: “The new research from Yoplait shows that physical activity has barely recovered from the Covid years when sports clubs closed, and children were home schooled. Coupled with soaring screen use and low intakes of bone health nutrients, we’re looking at a timebomb for young people’s bone health in later years.

"Alongside active play and sport participation, fortified dairy is one of the simplest and most accessible ways parents can help build strong, healthy bones and healthcare professionals and teachers all have a role in supporting parents with the knowledge they need to support their children's health.”

Yoplait launches ‘Permit to Play’ campaign

Yoplait is calling for children’s nutrition and fortified dairy, including yoghurt, to be considered as part of the Government’s approach to children’s bone health.

The brand has launched a ‘Permit to Play’ petition, with 85% of parents surveyed saying they want the Government to take stronger action.

As part of the campaign, Yoplait has installed a closed playground on Queens Walk in London, opposite the Houses of Parliament, designed to highlight concerns about children’s opportunities for active play.

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Parents, teachers and caregivers can sign the ‘Permit to Play’ petition via the Yoplait website.

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