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This study utilized the trials of improved practices (<jats:styled-content style=\"fixed-case\">TIPs<\/jats:styled-content>) methodology to gain an understanding of the cultural beliefs and perceptions related to feeding practices of infants and young children 0\u201323 months of age and used this information to work in tandem with 150 mothers to implement feasible solutions to feeding problems in <jats:styled-content style=\"fixed-case\">L<\/jats:styled-content>ower and <jats:styled-content style=\"fixed-case\">U<\/jats:styled-content>pper <jats:styled-content style=\"fixed-case\">E<\/jats:styled-content>gypt. The study triangulated in\u2010depth interviews (<jats:styled-content style=\"fixed-case\">IDIs<\/jats:styled-content>) with mothers participating in <jats:styled-content style=\"fixed-case\">TIPs<\/jats:styled-content>, with <jats:styled-content style=\"fixed-case\">IDIs<\/jats:styled-content> with 40 health providers, 40 fathers and 40 grandmothers to gain an understanding of the influence and importance of the role of other caretakers and health providers in supporting these feeding practices. Study findings reveal high consumption of junk foods among toddlers, increasing in age and peaking at 12\u201323 months of age. Sponge cakes and sugary biscuits are not perceived as harmful and considered \u2018ideal\u2019 common complementary foods. Junk foods and beverages often compensate for trivial amounts of food given. Mothers are cautious about introducing nutritious foods to young children because of fears of illness and inability to digest food. Although challenges in feeding nutritious foods exist, mothers were able to substitute junk foods with locally available and affordable foods. Future programming should build upon cultural considerations learned in <jats:styled-content style=\"fixed-case\">TIPs<\/jats:styled-content> to address sustainable, meaningful changes in infant and young child feeding to reduce junk foods and increase dietary quality, quantity and frequency.<\/jats:p>","DOI":"10.1111\/mcn.12165","type":"journal-article","created":{"date-parts":[[2014,12,23]],"date-time":"2014-12-23T12:49:38Z","timestamp":1419338978000},"page":"346-370","source":"Crossref","is-referenced-by-count":41,"title":["Exploring why junk foods are \u2018essential\u2019 foods and how culturally tailored recommendations improved feeding in <scp>E<\/scp>gyptian children"],"prefix":"10.1111","volume":"11","author":[{"given":"Justine A.","family":"Kavle","sequence":"first","affiliation":[{"name":"PATH Maternal and Child Health and Nutrition  Washington District of Columbia USA"},{"name":"Maternal and Child Health Integrated Program (MCHIP)  Washington District of Columbia USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sohair","family":"Mehanna","sequence":"additional","affiliation":[{"name":"Social Research Center American University in Cairo  Cairo Egypt"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Gulsen","family":"Saleh","sequence":"additional","affiliation":[{"name":"SMART Project Maternal and Child Health Integrated Program (MCHIP)  Cairo Egypt"},{"name":"National Nutrition Institute of Egypt  Cairo Egypt"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Mervat A.","family":"Fouad","sequence":"additional","affiliation":[{"name":"National Nutrition Institute of Egypt  Cairo Egypt"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Magda","family":"Ramzy","sequence":"additional","affiliation":[{"name":"National Nutrition Institute of Egypt  Cairo Egypt"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Doaa","family":"Hamed","sequence":"additional","affiliation":[{"name":"National Nutrition Institute of Egypt  Cairo Egypt"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Mohamed","family":"Hassan","sequence":"additional","affiliation":[{"name":"Social Research Center American University in Cairo  Cairo Egypt"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Ghada","family":"Khan","sequence":"additional","affiliation":[{"name":"Department of Prevention and Community Health George Washington University Milken Institute School of Public Health  Washington District of Columbia USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Rae","family":"Galloway","sequence":"additional","affiliation":[{"name":"PATH Maternal and Child Health and Nutrition  Washington District of Columbia USA"},{"name":"Maternal and Child Health Integrated Program (MCHIP)  Washington District of Columbia USA"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"311","published-online":{"date-parts":[[2014,12,23]]},"reference":[{"key":"e_1_2_11_2_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0140-6736(07)61696-1"},{"key":"e_1_2_11_3_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.numecd.2012.03.011"},{"key":"e_1_2_11_4_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.socscimed.2012.03.030"},{"key":"e_1_2_11_5_1","volume-title":"IYCF Practices, Beliefs and Influences in the SNNP Region, Ethiopia","author":"Alive & Thrive","year":"2010"},{"key":"e_1_2_11_6_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1740-8709.2007.00120.x"},{"key":"e_1_2_11_7_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.socscimed.2003.11.044"},{"key":"e_1_2_11_8_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0140-6736(13)60937-X"},{"key":"e_1_2_11_9_1","doi-asserted-by":"publisher","DOI":"10.1097\/00004703-198506000-00006"},{"key":"e_1_2_11_10_1","doi-asserted-by":"publisher","DOI":"10.1016\/B978-1-4160-3479-7.10172-7"},{"key":"e_1_2_11_11_1","doi-asserted-by":"publisher","DOI":"10.1097\/00004703-200608000-00008"},{"key":"e_1_2_11_12_1","doi-asserted-by":"crossref","first-page":"15","DOI":"10.1542\/peds.99.1.15","article-title":"Excess fruit juice consumption by preschool\u2010aged children is associated with short stature and obesity","volume":"99","author":"Dennison B.A.","year":"1997","journal-title":"Pediatrics"},{"key":"e_1_2_11_13_1","doi-asserted-by":"publisher","DOI":"10.1037\/h0034906"},{"key":"e_1_2_11_14_1","doi-asserted-by":"publisher","DOI":"10.1177\/156482650302400102"},{"key":"e_1_2_11_15_1","volume-title":"Design by Dialogue: A Program Planner's Guide to Consultative Research for Improving Young Child Feeding","author":"Dicken K.","year":"1997"},{"key":"e_1_2_11_16_1","volume-title":"Evil Eye: A casebook","author":"Dundes A.","year":"1992"},{"key":"e_1_2_11_17_1","unstructured":"Egyptian Cabinet's Information and Decision Support Centre&World Food Programme(2012)Egyptian food observatory. 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