Africa is fighting back against vitamin and mineral deficiencies Micronutrient malnutrition is recognised as one of the most serious obstacles to human development and survival. Nowhere is this more evident than in sub-Saharan Africa. The good news, however, is that many countries have made significant progress in ensuring that women and children have access to essential vitamins and minerals to combat this “hidden hunger”. Malnutrition is still a major underlying cause of child mortality in Africa, where one in five children will never live to see their fifth birthday. Older children’s bodies and minds are weakened by the lack of these vital “essentials”, holding back productivity and development. It is estimated that vitamin and mineral deficiencies are costing sub-Saharan economies more than $2.3 billion in lost productivity annually. Bearing this in mind and determined to make a difference, Promasidor has made a strategic decision to enrich their dairy formulations with a range of vitamins and minerals. These micronutrients are required in very small amounts to allow normal metabolism, growth and physical well-being. Most are not made in the body so they must be obtained in the diet. Milk, a staple food and excellent source of protein and calcium, serves as an excellent carrier for these essential micronutrients. On the family brands, Cowbell and Loya, we have added a specially formulated pre-mix of vitamins A, C, D, E and K. In Cowbell Chocolate milk, a similar vitamin pack has been added together with the important energy releasing B vitamins, as well as Magnesium and Iron. This complete cocoa beverage is predominantly consumer by 6-15 year olds. For this reason it has necessitated additional fortification, together with the ‘3 in 1’ cocoa + milk + sugar product delivery.
Vitarich rolls out across Africa
In keeping with our philosophy of continually improving our product offering and providing the best possible nutrition for the well-being of our consumers, Promasidor has developed the new Vitarich formulation. The past few years, in fact, have seen some noticeable nutritional improvements to our Cowbell brand. The product, originally fortified with vitamins A and D, first went through a reformulation with the adding of the 28 most essential vitamins and minerals. We then took the extra step of boosting the key vitamins responsible for health and well-being, namely Vitamins A, C, D, E & K. The result was our new Cowbell Vitarich and Loay Forvita formulations. In a nutshell, Vitamin A is essential for eyesight development and assists in the body’s immune function; Vitamin C fights infection, assists with wound healing and is necessary for iron absorption; Vitamin D helps the body keep the right amount of calcium and phosphorus in the blood; Vitamin E is an antioxidant that protects body tissue from damage, it is also important in the formation and protection of red blood cells; and Vitamin K plays an important role in the formation of blood clotting agents. We’re confident that our enriched formulations will give us an edge over our competitors and be a huge hit with consumers, once they realise its superior nutritional properties. In the coming months it will be rolled out across Africa wherever the Cowbell brand is sold and we have no doubt it will prove a great success. Loya Premium with enriched calcium
Loya Premium contains 50% more calcium than ordinary milk with its new Hi-Cal formulation. Calcium is essential for building and maintaining strong bones and teeth. It is vital that we receive adequate amounts of calcium during our formative years. And as we get older, we need calcium to maintain our bone density, and prevent bone disease, such as osteoporosis. Loya Premium has also boosted the five most important vitamins essential for good health, namely vitamins A, C, D, E and K. Young or young at heart, we can all benefits from delicious, nutritious Loya Premium.
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