Nido milk products in North Africa

Location: Morocco

Impact Area

  • Nutrition
  • Water
  • Rural Development
  • Environmental sustainability
  • Compliance
  • Community engagement
  • Gender balance & diversity
Sep 26, 2012, updated September 2012

<em>Nido</em> milk products in North Africa
BUILDING A BRAND:Advertising for Nido products aimed at combating iron deficiency in children.

Our recent milk product launches include Nido Dayem, an affordable, iron-enriched milk launched in the Maghreb region of northern Africa in 2009.

Available in three sizes, it is aimed at mothers in lower-income families and seeks to combat the iron deficiencies that affect a third of preschool-aged children in the region, caused largely by a combination of limited income and a lack of education about nutrition and healthy diets.

Programme description

Working with the Pediatric Association of Morocco and the media, public awareness about the prevalence of iron deficiencies was raised, reinforced by the message that two glasses of Nido Dayem contain 60% of a child’s daily iron requirements.

Value to Society

Around 200,000 mothers were given a product sample and a leaflet about iron deficiency, while a further 90,000 experienced the product at local markets and 2,300 attended special education events and seminars.

A similar approach was taken in north-east Africa, where anaemia in children under five is equally prevalent. Roadshows promoting Nido Essentia have reached 10,000 people in the Cairo and Delta regions of Egypt, and 38,000 households in 81 villages have received samples and educational leaflets from door-to-door distributors.

Value to Nestlé

Next Steps