Www.britannia.co.in bnf media_britannia-in-health-nutrition


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Www.britannia.co.in bnf media_britannia-in-health-nutrition

  1. 1. Britannia Industries Limited Health & Nutrition initiatives
  2. 2. Britannia purpose Help people enjoy life – through healthy snacking Make enjoyable food, healthy & accessible to all people, any time, anywhere - everyday
  3. 3. Britannia has a robust business built on great products anchored in a consistently top ranked Food brand 2008 …. For the 5th Successive Year 2007 2008 …. # 2 in Food Category in 2008 & # 1 in 2007 2007 2008 3
  4. 4. Britannia brands and products enjoy unparalleled consumer penetration and reach!! Britannia brands reach more than 300 Million homes across India More than 40% of Britannia consumption happens in Rural India Britannia products are available through more than 3 Million stores across the country Britannia sells about 6 Billion packs of biscuits products every year Britannia has a leader presence in very frequently consumed Bakery & Dairy categories
  5. 5. Britannia products span multiple product categories in Bakery and Dairy with strong health targeted entries Biscuits Kids Nutrition Indulgence Snacking Adult Health one Cream cracker to be added here Bread, Cakes and Rusk Dairy
  6. 6. Britannia approach to Health & Nutrition Targeted Health entries, specialized products Fortification of Popular products Fortified products made accessible & affordable Source: Mckinsey
  7. 7. H&N initiatives: Britannia leads through product and thought leadership in India Product Leadership.. FORTIFICATION ZERO TRANS FAT HEALTH ENTRIES Thought Leadership.. NUTRITION ALLIANCES @ the CLINTON GLOBAL INITIATIVE CREATING KNOWLEDGE
  8. 8. Our commitment: Taking Nutrition to a Billion
  9. 9. India: A complex inter-network of cultures, food behaviors, economic strata and health levels Population : 1.1 Bn No of Households : 200 Mn Setting new benchmarks on Diversity, Channels, Cultures , Languages and Media 7 Mn Retail outlets 3,800 urban centers 627,000 villages Malnutrition: 47% of < 5 years old malnourished 38% of the world’s malnourished children 9
  10. 10. Bakery (biscuits) is now the most salient and widely The Biscuit Categorycategory (also the Largest!!) consumed processed food •2.0 Billion USD •1.2 Mn tonnes Touching 90% Urban & Rural households •Largest Stomach Share •Next only to Main meals •16% in Urban, 12% in Rural One of the most hygienically packaged categories •50% consumption in Rural •35% consumption from income groups < 25 USD/ month 100 gm. Glucose biscuits provide 20% of energy, proteins, calcium required by average adult 10
  11. 11. Solving the Nutrition conundrum through the Fortification approach anchored in affordability & accessibility Brand Fortification Iron & Folic Acid Vitamins B1, B6, B12, D, Iron , Iodine 10 Vitamins, Minerals & Proteins 7 Active Brain Nutrients 10 Vitamins and Minerals 50% of total volumes fortified 3.5 Billion packs sold annually
  12. 12. Our commitment: Removing the Bad Britannia is the First food company in India to become a Zero Trans Fat company
  13. 13. The initiative had inception in the corporate view on the removal or minimization of ingredients that may be potentially harmful to health Despite manufacturing challenges, Britanni a has successfully been able to stabilize vegetable oils in the bakery format without adversely impacting the taste • Removed around 8,500 tonnes of TF from its products • Moved around 56,000 tonnes of HVO to vegetable oil usage
  14. 14. Realizing the need for consumer education, Britannia has initiated basic TF education through brands like Marie Gold & NutriChoice, which target adults Britannia will continue to focus its efforts on consumer education through declaration on product labels and through media • We reach 90 million households with just two brands • Well positioned to educate the Indian consumer through health messages on the packaging
  15. 15. Helping health seekers make better snacking choices that are ‘Good for them’
  16. 16. Britannia NutriChoice: Creating healthier snacking Indian Context ..drivers of Health & Wellness choices for changing adult lifestyles Increasing affluence ‘Go getter’ attitude..competition …Performance is key Erratic lifestyles Worried about family’s nutrition in-take Intent to buy international products Growing consciousness about health and diet
  17. 17. Building networks for impact: Wider, Deeper, Faster
  18. 18. Britannia Nutrition Foundation: Building Knowledge creation and awareness through partnerships
  19. 19. Britannia Nutrition Foundation: Building Knowledge creation and awareness through partnerships ON GROUND PARTNERS RESOURCE PARTNERS ADVOCACY PARTNERS TECHNICAL COLLABORATIVE/ LEARNING PARTNERS CREDENTIAL PARTNERS
  20. 20. Britannia - Navjyoti India Foundation case study: Executive Summary Taking Nutrition to Slum schools • A meeting was held with the parents to tell them the importance of Iron and to take their consent on the intervention • A test was conducted on 282 children, out of which 151 were suffering from anemia (Hb level ranging from 5 gm% to 11 gm%), • The other 132 children had normal Hb levels but their Serum Ferritin and Total Iron Binding capacity was low. • Fortified biscuits were given to these children regularly for 90 days • Final test was conducted on 139 children – Hb levels raised from 9 gm% to 12.48 gm% Sharing the learning from the initiative at the All India Institute of Medical Sciences (AIIMS)
  21. 21. Navjyoti India Foundation: About • Education • Women Empowerment • Drug treatment • Healthcare • Family Counseling • RTI • HIV/ AIDS • Panchayti Raj Training • Vocational Training • Environment • Community Mobilization • 29 projects • 220 employees • 12,000 beneficiaries everyday • Urban slums of Delhi • Rural areas of Gurgaon • Karala Majri in Delhi • Environment Program in Pune • School for the children of drug addicts in Amritsar
  22. 22. Iron deficiency in India: scenario • Anemia – Major health problem • Who are at risk? – Infants, young children, adolescents and pregnant women • Why? Demand for iron, folic acid & other nutrients by this group is high • Prevalence – 60% to 90% in different age groups & in 6 to 11 years in Delhi 66.4% (Study conducted by Sethi et al – 2002) • What is the effect in children? - Impaired cognitive performance, behavioral and language development, scholastic achievement, physical performance and increased morbidity and mortality from infectious diseases. CAUSES • • • • • Inadequate intake of iron containing foods Inadequate absorption of iron from cereal based diet Inadequate consumption of Green Leafy Vegetables & citrus fruits High prevalence of infections & infestation Lack of dietary diversification
  23. 23. Big gains from ‘Iron deficiency’ eradication Strategies to overcome Micronutrient deficiencies ++ • Iron improves ++ Dietary diversification • Cognitive skills & education ++ • Future income of poor children Food fortification ++ Supplement with minerals & vitamins ++ Global public health & disease control measures ++ • Iron improves • Productivity of manual labor • Income of the poor
  24. 24. Big gains from ‘Iron deficiency’ eradication Strategies to overcome Micronutrient deficiencies Food fortification proven to be the most effective intervention approach Dietary diversification Benefit ratio = 1 : 176-200 Food fortification Supplement with minerals & vitamins Global public health & disease control measures Why Biscuits? Ready to eat Convenient Hygienic Tastier option Low cost / affordable Good fortification vehicle
  25. 25. Study: Introduction Assessment of impact of intervention with iron fortified biscuits in anemic children • 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
  26. 26. Mechanics of the exercise 300 children screened 151 (50.3%) met the inclusion criteria 139 (92.0%) completed the study 12 children dropped from the study – parents moved out 4 biscuits capable of meeting >75% RDA for iron Diet intake of the children Intake of dietary iron Vegetables: daily Non-Vegetarian: fortnightly Fruits: fortnightly Milk: Tea or coffee only Protein & energy intake: deficient by 50% Iron: 50% RDA met through diet % of children Wheat: More than rice 40 35 30 25 20 15 10 5 0 <30% 30 - 50% 50-70% % RDA >70%<90%
  27. 27. Product & intervention details • Britannia biscuit – low cost, mass product • Fortified with iron • Source of iron – Ferrous Fumarate An iron salt recommended by WHO for cereal based products (after reviewing various studies on toxicology, absorption & bio-availability) • Children received biscuits fortified with iron 5mg/ biscuit ~ 20mg elemental iron per child per day • Intervention period – 90days 100g of biscuits 33g of biscuits or 4 biscuits 431.0 142.0 76.0 25.0 7.0 2.30 Fat (g) 11.0 3.60 Calcium (mg) 15.0 4.95 102.0 20.0 25.0 8.25 Nutrition composition Energy (Kcal) Carbohydrates (g) Proteins (g) Iron (mg) Folic acid (mcg) • Age group: 7 to 9 years; Socio-economic status: Low • Gender: Both male & female children; 300 children were screened • 3ml of blood was drawn from each child by an expert clinician and analyzed for Hb, TIBC & serum ferritin • Children were selected basis analysis of Hb level & inclusion criteria of the study protocol  Hemoglobin level < 11g/dl: Described as moderate anemia by ICMR & WHO standards  151 out of 300 children met this criteria • De-worming: a 400mg single dosage of Albendazole given at start and after 15days • Blood parameters & other data –  Hemoglobin – a direct indicator of anemia  Total iron binding capacity measures the extent to which iron-binding sites in the serum are saturated  Serum ferritin – an indicator of iron stored in body  Height & weight measurements • These parameters were analyzed at start & completion of study; Dietary intake record through 24 hour recall method Intervention details
  28. 28. Study: Key conclusions* • Prevalence of anemia in the study group was 52% • Dietary intake of iron was found to be less than RDA Intervention with iron fortified biscuits (at 20 mg/ day) for a period of 90 days • Significant improvement in the status of hemoglobin • Significant improvement in storage iron *To assess the impact of iron fortified biscuits on growth and cognitive functions, a longer period of intervention along with control group is required
  29. 29. Impact of intervention: Hb levels increased from 9.00 to 12.48 Hemoglobin levels 12.6 12.7 12.4 10.7 9.74 8.57 8 - 9g 9 - 10g Initial 10 - 11g Final * No change was observed in school attendance during the intervention period Level of Hb in g/dl Initial g/dl (Mean/SD) Final g/dl (Mean/SD) 08 - 09g 8.57+/-0.38 12.6+/-1.52 09 - 10g 9.74+/-0.20 12.4+/-1.03 10 - 11g 10.7+/-0.22 12.7+/-0.96
  30. 30. Britannia – Naandi Foundation + GAIN case study: Focused Nutrition initiative through partnerships Taking Nutrition to Midday meals Launch of the ‘Fortified Tiger Biscuits School Feeding Public Private Partnership’ , Mar 2007 Case study published in the GAIN - World Bank Institute series, May 2008 Sharing actions on the Nutrition commitment: CGI conference, 2009
  31. 31. Other Britannia tie ups for supply of fortified biscuits World Food Programme (UNWFP) Midday meal program: Pondicherry Midday meal program: Chennai
  32. 32. Possible areas of collaboration
  33. 33. Thank You.