Britannia Industries Limited

Health & Nutrition initiatives

Britannia purpose
Help people enjoy life through healthy snacking
Make enjoyable food, healthy & accessible to all people, any time, anywhere - everyday

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

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 sells about 6 Billion packs of biscuits products every year

Britannia products are available through more than 3 Million stores across the country

Britannia has a leader presence in very frequently consumed Bakery & Dairy categories

Britannia products span multiple product categories in Bakery and Dairy with strong health targeted entries
Biscuits
Kids Nutrition Indulgence Snacking Adult Health Bread, Cakes and Rusk

Dairy

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..

FORTIFICATION

ZERO TRANS FAT

HEALTH ENTRIES

Thought Leadership..

NUTRITION ALLIANCES

@ the CLINTON GLOBAL INITIATIVE

CREATING KNOWLEDGE

Our commitment: Taking Nutrition to a Billion

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 worlds malnourished children
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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 50% consumption in Rural 35% consumption from income groups < 25 USD/ month

Largest Stomach Share Next only to Main meals 16% in Urban, 12% in Rural

One of the most hygienically packaged categories

100 gm. Glucose biscuits provide 20% of energy, proteins, calcium required by average adult

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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

50% of total volumes fortified

7 Active Brain Nutrients

3.5 Billion packs sold annually

10 Vitamins and Minerals

Our commitment: Removing the Bad

Britannia is the First food company in India to become a Zero Trans Fat company

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

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

Helping health seekers make better snacking choices that are Good for them

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

Intent to buy international products Growing consciousness about health and diet

Worried about familys nutrition in-take

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

ON GROUND PARTNERS

RESOURCE PARTNERS

ADVOCACY PARTNERS

TECHNICAL COLLABORATIVE/ LEARNING PARTNERS

CREDENTIAL PARTNERS

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)

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

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

Big gains from Iron deficiency eradication

Strategies to overcome Micronutrient deficiencies
Iron improves Cognitive skills & education Future income of poor children

++ ++

Dietary diversification

++

Food fortification
++
Iron improves Productivity of manual labor Income of the poor

Supplement with minerals & vitamins Global public health & disease control measures

++ ++

Big gains from Iron deficiency eradication

Strategies to overcome Micronutrient deficiencies
Food fortification proven to be the most effective intervention approach Benefit ratio = 1 : 176-200

Dietary diversification

Food fortification

Why Biscuits? Ready to eat Convenient Hygienic Tastier option Low cost / affordable Good fortification vehicle

Supplement with minerals & vitamins Global public health & disease control measures

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 childs participation in study Informed consent form was obtained from the parents

Mechanics of the exercise

300 children screened 151 (50.3%) met the inclusion criteria
12 children dropped from the study parents moved out

139 (92.0%) completed the study

4 biscuits capable of meeting >75% RDA for iron

Diet intake of the children
40 35 30 25 20 15 10 5 0 <30% 30 - 50% % RDA 50-70% >70%<90%

Intake of dietary iron

Wheat: More than rice Vegetables: daily Non-Vegetarian: fortnightly Fruits: fortnightly Milk: Tea or coffee only
% of children

Protein & energy intake: deficient by 50%

Iron: 50% RDA met through diet

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)

Nutrition composition
Energy (Kcal) Carbohydrates (g) Proteins (g) Fat (g) Calcium (mg) Iron (mg) Folic acid (mcg)

100g of biscuits
431.0 76.0 7.0 11.0 15.0 102.0 25.0

33g of biscuits or 4 biscuits

142.0 25.0 2.30 3.60 4.95 20.0 8.25

Children received biscuits fortified with iron

5mg/ biscuit ~ 20mg elemental iron per child per day

Intervention period 90days

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

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

Impact of intervention: Hb levels increased from 9.00 to 12.48

Hemoglobin levels
12.6 9.74 8.57 12.4 12.7

10.7

8 - 9g

9 - 10g Initial Final

10 - 11g

Level of Hb in g/dl

Initial g/dl (Mean/SD)

Final g/dl (Mean/SD)

* No change was observed in school attendance during the intervention period

08 - 09g
09 - 10g 10 - 11g

8.57+/-0.38
9.74+/-0.20 10.7+/-0.22

12.6+/-1.52
12.4+/-1.03 12.7+/-0.96

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

Other Britannia tie ups for supply of fortified biscuits

World Food Programme (UNWFP) Midday meal program: Pondicherry Midday meal program: Chennai

Possible areas of collaboration

Thank You.