Sep 18, 2012, updated September 2012
With a large proportion of the world's emerging consumers suffering the consequences of deficiencies in key micronutrients such as iron, zinc, iodine and vitamin A, fortifying our products with these micronutrients can help address these deficiencies.
We are the world’s largest manufacturer of products fortified with these essential micronutrients that would otherwise be missing from diets in most developing countries around the world.
Our locally adapted Popularly Positioned Products (PPPs) provide people on lower incomes with products of nutritional value at an affordable price and appropriate serving size.
To be effective, our fortified foods and beverages must appeal to the people who need them most. We produce a growing number of fortified Popularly Positioned Products – high-quality foods and beverages that provide nutritional value at a price that lower income consumers can afford, such as products used to prepare family meals, dairy products, powdered beverages or cereals for children.
Value to Society
Inadequate dietary iodine is one of the world’s most common micronutrient deficiencies, affecting two billion people worldwide. Lack of iodine is the major cause of preventable brain damage. Severe forms of iodine deficiency during pregnancy can result in mental retardation of an infant or miscarriage. To help address the problem we’ve added iodine to a meaningful number of Maggi products, including seasonings, soups and noodles, with an estimated total of approximately 90 billion individual servings fortified with iodine in 2013.
Another common micronutrient deficiency is iron-deficiency anaemia. Our iron fortification programme focuses on countries with high levels in iron deficiency and anaemia, such as India, Pakistan, Sri Lanka, Central America, and Central and West African countries. We estimate that, in 2013, around 40 billion individual servings of our Maggi products were fortified with iron.
We market all our fortified Maggi products with advertising and information campaigns that promote their health benefits, their affordability and the benefits of combining them with fresh, locally sourced ingredients.
Value to Nestlé
Developments such as these have brought a 30-40% improvement in market penetration among lower income consumers in the last two years and have been a key factor in the increased distribution of Maggi noodles in small towns.