Britannia Nutrition Foundation Presented By MAYUR INDIAN INSTITUTE OF GIRISHPLANTATION MANAGEMENT LOPA PGDM2011-2013 PARITOSH RAVIRAJ BHASKAR Course- Consumer SANKET Behavior BIDHUBHUSHAN
IntroductionTo secure Every Child’s Right to Growth and Development through “Right to Nutrition”.
W is Britannia Nutrition hat Foundation ?An independent, Autonomous, non-profit bodythat leverages the strengths of Britannia’swide stakeholder network to address ChildMalnutrition through scientific knowledgebuilding and dissemination, driving awarenessand education, and creating a platform foraction.
Why Britannia Nutrition Foundation ?• Commitment to Health & Well-Being of mostvulnerable population of India.• To demonstrate the strength & durability of Britannia’scommitment to health and enable the brand to play a significantcivic role in social community through concrete action.• BNF will enable BIL to reach the vulnerable sectionsof society with products/solutions of public health relevance.
Partnerships•GAIN- Global Alliance for improved Nutrition•Clinton Global Initiative•World Bank Institute•UN World Food Programme•Nandi foundation•Navajyoti Foundation
Strategies to overcome micronutrient deficiencies• Dietary diversification• Food fortification, supplementation with vitamin and minerals• Global public health and disease control measures.
Food vehicles for iron fortificationFortification of foods:– Wheat flour– Rice– Cocoa products– Double fortified salt– Cereal based foods– Juice– Breakfast cereals– Sauces– Dry milk
What is the advantage of biscuit?• Ready to eat• Convenient – can be carried anywhere• Hygienic• Tastier option• Low cost / affordable• Good vehicle of fortification.
For a fortification to be effective• Carrier – a staple or frequent / reasonable consumption, stable during storage, not get altered in taste;• Nutrient – physicochemical, organoleptic & bioavailability characteristics• Cost• Verification• Absorption & absorption inhibitors
STUDY DETAILS• Study centre: Schools sponsored by Navjyoti India Foundation, Delhi• Location: Bawana, a resettlement colony in Delhi• Study protocol – approved by institutional ethical committee of Navjyoti India Foundation• Parents were given a presentation on importance of iron for children to enable them to decide on their child’s participation in study.• Informed consent form was obtained from the parents.
SUBJECTS AND STUDY DETAIL• Age group: 7 – 9 years• Socioeconomic status: Low• Gender : Both male & female children; 300 children were screened• Blood was drawn from each child by an expert clinician and analysed for HB, TIBC & serum ferritin.• Basis analysis results of Hb, inclusion & exclusion criteria of study protocol selection of children was done.• Hemoglobin level: < 11g/dl (this level is described as moderate anemia by ICMR & WHO Stds)• Out of 300 children, 151 children met this criteria.
SUBJECTS AND STUDY DETAIL• Deworming (Albendazole – 400mg single dose at start and after 15days)• Blood parameters• – Hemoglobin• – Total iron binding capacity• – Serum ferritin• These parameters were analysed at start & completion of study• Dietary intake record - 24 hour recall method• No control group - Ethical reasons
• The biscuit – low cost, mass product, fortified with iron• Source of iron – ferrous fumarate (an iron salt recommended by World Health Organization – after reviewing various studies on toxicology, absorption, bioavailability - for cereal based products).• Children received biscuits fortified with Fe @ 5mg/biscuit ~ 20mg elemental iron per child per day• Intervention period – 90days
Results- significant improvement in the status ofhemoglobin- improvement of storage iron- Improvement of TIBC was less significant.
The Balancing Act by Britannia: Another conscious decision taken by the Management of Britannia is in the area of cost of this fortification. The cost of this fortification established in the above pilot study was around 2 cents per child per day. Giving due considerations to other overheads, the annual cost of feeding specially Iron-fortified biscuits per child is 1.08 USD, and for 50 mn children the total cost is approximately 5.4 Mn USD. The management challenged the business to come up with profit improvement programs by revisiting their methodologies and achieved significant cost reductions and system efficiency improvements. These savings were used to finance the cost of micronutrients so that the consumer gets a value added product at the same price. i.e. biscuits and breads with
Major Milestones Britannia’s major milestones are: 1.Launch of Tiger Banana variant with Iron Fortification, Jan 2008 2.Relaunch of staple Britannia Breads with Vitamin Fortification, Jan 2008 3.Largest Power Brand Tiger launched with Iron- Fortification, Apr 2008 4.Vitamin-Mineral Fortification of Mariegold biscuits (July 2009) 5. Launch of Actimind (Nov 2009) a dairy product with Iodine, B Vitamins & Taurine fortification
Contd… SOP (statement of Purpose) for Britannia brands is conveyed through various campaigns over past several years, “Help people enjoy life - through healthy snacking.” “Eat Healthy think better” “Securing Children’s Right to Growth and Development through Good Food Every day.”
Recommendations• Community participation is crucial for control of malnutrition.• Awareness should be created in the community, especially adolescents, about the importance of nutrition.• Strong political will is necessary for success of nutrition programmes• Devoted inter-disciplinary team is required for success of nutrition programmes• There is a need to aim for empowerment, change and sustainability