Professional Documents
Culture Documents
2008
3
Britannia brands and products enjoy unparalleled
consumer penetration and reach!!
one Cream
cracker to be
added here
Britannia approach to Health & Nutrition
Targeted Health
entries, specialized
products
Fortification of Popular
products
Fortified products
made accessible &
affordable
Source: Mckinsey
H&N initiatives: Britannia leads through product and
thought leadership in India
Product Leadership..
Thought Leadership..
Population : 1.1 Bn
No of Households : 200 Mn Setting new benchmarks
on Diversity,
Channels, Cultures ,
Languages and Media
7 Mn Retail outlets
9
Bakery (biscuits) is now the most salient and widely
The Biscuit Category
consumed processed food category (also the Largest!!)
10
Solving the Nutrition conundrum through the Fortification
approach anchored in affordability & accessibility
Brand Fortification
Iron
& Folic Acid
50% of
total
volumes
Vitamins
B1, B6, B12, D, Iron
fortified
, Iodine
10
Vitamins, Minerals
& Proteins 3.5
Billion
7 Active Brain
Nutrients packs
sold
annually
10 Vitamins and
Minerals
Our commitment: Removing the Bad
Increasing affluence
‘Go getter’
attitude..competition
…Performance is key
Erratic lifestyles
Growing
consciousness about
health and diet
Building networks for impact:
Wider, Deeper, Faster
Britannia Nutrition Foundation: Building Knowledge
creation and awareness through partnerships
Britannia Nutrition Foundation: Building Knowledge
creation and awareness through partnerships
RESOURCE
ON GROUND PARTNERS
PARTNERS
ADVOCACY
PARTNERS
TECHNICAL
COLLABORATIVE/
LEARNING CREDENTIAL
PARTNERS PARTNERS
Britannia - Navjyoti India Foundation case study:
Executive Summary
Taking Nutrition to • A meeting was held with the parents to tell them
Slum schools the importance of Iron and to take their consent
on the intervention
• 29 projects
• 220
employees
• Education • 12,000
• Women Empowerment beneficiaries
• Drug treatment everyday
• Healthcare
• Family Counseling
• RTI • Urban slums of Delhi
• HIV/ AIDS • Rural areas of Gurgaon
• Panchayti Raj Training • Karala Majri in Delhi
• Vocational Training • Environment Program
• Environment in Pune
• Community Mobilization • School for the children of
drug addicts in Amritsar
Iron deficiency in India: scenario
• Why? Demand for iron, folic acid & other • Inadequate intake of iron containing foods
nutrients by this group is high
• Inadequate absorption of iron from cereal
• Prevalence – 60% to 90% in different age based diet
groups & in 6 to 11 years in Delhi 66.4% • Inadequate consumption of Green Leafy
(Study conducted by Sethi et al – 2002) Vegetables & citrus fruits
• High prevalence of infections & infestation
• What is the effect in children? - Impaired
cognitive performance, behavioral and • Lack of dietary diversification
language development, scholastic
achievement, physical performance and
increased morbidity and mortality from
infectious diseases.
Big gains from ‘Iron deficiency’ eradication
Food fortification
• Iron improves
++
Supplement with minerals
• Productivity of manual
& vitamins ++ labor
Food fortification
Why Biscuits?
40
Wheat: More than rice % of children 35
30
Vegetables: daily 25
Non-Vegetarian: fortnightly 20
15
Fruits: fortnightly 10
5
Milk: Tea or coffee only 0
<30% 30 - 50% 50-70% >70%<90%
Protein & energy intake: deficient by 50%
% RDA
Iron: 50% RDA met through diet
Product & intervention details
• Britannia biscuit – low cost, mass product Nutrition 100g of 33g of
biscuits biscuits or 4
• Fortified with iron composition biscuits
Energy (Kcal) 431.0 142.0
• Source of iron – Ferrous Fumarate
Carbohydrates (g) 76.0 25.0
An iron salt recommended by WHO for cereal based
products (after reviewing various studies on Proteins (g) 7.0 2.30
toxicology, absorption & bio-availability)
Fat (g) 11.0 3.60
• Children received biscuits fortified with iron Calcium (mg) 15.0 4.95
5mg/ biscuit ~ 20mg elemental iron per child per day Iron (mg) 102.0 20.0
• 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
Impact of intervention:
Hb levels increased from 9.00 to 12.48
Hemoglobin levels
12.6 12.4 12.7
10.7
9.74
8.57
8 - 9g 9 - 10g 10 - 11g
Initial Final
Level of Hb Initial g/dl Final g/dl
in g/dl (Mean/SD) (Mean/SD)
* No change was observed in school
08 - 09g 8.57+/-0.38 12.6+/-1.52
attendance during the intervention
period 09 - 10g 9.74+/-0.20 12.4+/-1.03
Taking Nutrition to
Midday meals