MILO UHT LESS SWEET: A long-life milk reforumlated with reduced sugar levels.
The importance of diet and nutrition in combating non-communicable diseases and the prevalence of obesity has seen an increased political response at a national level. Nestlé supports a number of comprehensive nutrition platforms and plans, including those in Malaysia and Singapore.
Malaysia
The National Plan of Action for Nutrition of Malaysia II (NPANM II) is a 10-year framework, running until 2015, for integrating nutrition-related activities across the country. Its objective is enhancing the nutritional wellbeing of Malaysians and addressing the rising incidence of diet-related, non-communicable diseases such as obesity and diabetes.
Nestlé has supported NPANM II initiatives by:
- fortifying relevant products with commonly deficient nutrients
- reducing health-sensitive nutrients
- providing educational materials to improve consumer awareness
- training employees and students.
Nestlé Malaysia innovated and reformulated a range of products to meet the nutrient deficiencies highlighted in the NPANM II. For example, Nestum Sarapan Berkhasiat (“Nutritious Breakfast”) is a wholegrain product that is also a source of vitamin A, folic acid, iron, iodine and zinc, the nutrients most commonly deficient among Malaysians. Other recently reformulated products include Milo UHT Less Sweet, a long-life milk with reduced sugar levels, and Maggi Tastylite noodles with lower fat and sodium content.
To support these improvements, a consumer marketing programme and several Nestlé publications were used to convey information on food labelling to the public, while a partnership with the National University of Malaysia will see a nationwide study of the nutritional status and eating habits of primary school children.
The Ministry of Health appreciates Nestlé’s efforts in supporting the NPANM II, and encourages further involvement.
Singapore
“Love Your Heart” is a strategic partnership between Nestlé and the Singapore Heart Foundation (SHF), a non-profit NGO aimed at promoting heart health among Singaporeans. It includes “World Heart Day”, aimed at the general public, and the “Go Red for Women” campaign targeted specifically at women. The partnership allows us to carry the SHF logo on the Nestlé Omega Plus range, endorsing it as the preferred adult milk choice as it has the added benefit of heart health as well as calcium for bone health. Nestlé also promotes heart health through the media, such as the “Cholesterol Challenge” in which the public are invited to lower their bad cholesterol.
Nestlé also works closely with Singapore’s Health Promotion Board (HPB), a respected government organisation, through the Healthy Eating, Healthy Living partnership. This partnership contributes towards a healthier Singapore society by educating our target audiences in the importance of healthy eating and healthy living, and promoting key messages about the nutritional and health benefits of our brands to employees, consumers, retailers and government agencies.
This strategic alliance includes:
- the National Healthy Lifestyle Campaign (NHLC), aimed at encouraging 10 000 young people to eat healthily and follow active lifestyles;
- the innovation and renovation of our products to qualify for the Healthier Choice Symbol (HCS). The HCS has been heavily promoted as the symbol to look for when searching for healthier options, such as low-fat Maggi noodles. This carries the symbol as it contains 96% less fat, 40% less sodium, no trans fats and no added MSG, compared to regular instant noodles;
- the Health Fair, which promotes HCS products at an exhibition, and includes a mass exercise session for school children, led by our Milo mascot;
- a range of national events, health talks, physical activities, cooking demonstrations and product sampling;
- a tripartite partnership (Nestlé, HPB and retail chain NTUC FairPrice) through which we promote healthy eating via the “Healthier Us” Fair. This event is aimed at grocery shoppers, the main decision makers for their family’s meals.
Watch those short interviews:
, Malaysian Department of Health
, Health Promotion Board of Singapore
Other case study:
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