dairy products
DAIRY
Africa is fighting back against vitamin and mineral deficiencies
Micronutrient malnutrition is recognised as one of the most serious obstacles to human development and survival. Nowhere is this more evident than in sub-Saharan Africa. The good news, however, is that many countries have made significant progress in ensuring that women and children have access to essential vitamins and minerals to combat this “hidden hunger”.
Malnutrition is still a major underlying cause of child mortality in Africa, where one in five children will never live to see their fifth birthday. Older children’s bodies and minds are weakened by the lack of these vital “essentials”, holding back productivity and development. It is estimated that vitamin and mineral deficiencies are costing sub-Saharan economies more than $2.3 billion in lost productivity annually.
Bearing this in mind and determined to make a difference, Promasidor has made a strategic decision to enrich their dairy formulations with a range of vitamins and minerals. These micronutrients are required in very small amounts to allow normal metabolism, growth and physical well-being. Most are not made in the body so they must be obtained in the diet. Milk, a staple food and excellent source of protein and calcium, serves as an excellent carrier for these essential micronutrients.
On the family brands, Cowbell and Loya, we have added a specially formulated pre-mix of vitamins A, C, D, E and K. In Cowbell Chocolate milk, a similar vitamin pack has been added together with the important energy releasing B vitamins, as well as Magnesium and Iron. This complete cocoa beverage is predominantly consumer by 6-15 year olds. For this reason it has necessitated additional fortification, together with the ‘3 in 1’ cocoa + milk + sugar product delivery.
Vitarich rolls out across Africa
In keeping with our philosophy of continually improving our product offering and providing the best possible nutrition for
Africa is fighting back against vitamin and mineral deficiencies
Micronutrient malnutrition is recognised as one of the most serious obstacles to human development and survival. Nowhere is this more evident than in sub-Saharan Africa. The good news, however, is that many countries have made significant progress in ensuring that women and children have access to essential vitamins and minerals to combat this “hidden hunger”.
Malnutrition is still a major underlying cause of child mortality in Africa, where one in five children will never live to see their fifth birthday. Older children’s bodies and minds are weakened by the lack of these vital “essentials”, holding back productivity and development. It is estimated that vitamin and mineral deficiencies are costing sub-Saharan economies more than $2.3 billion in lost productivity annually.
Bearing this in mind and determined to make a difference, Promasidor has made a strategic decision to enrich their dairy formulations with a range of vitamins and minerals. These micronutrients are required in very small amounts to allow normal metabolism, growth and physical well-being. Most are not made in the body so they must be obtained in the diet. Milk, a staple food and excellent source of protein and calcium, serves as an excellent carrier for these essential micronutrients.
On the family brands, Cowbell and Loya, we have added a specially formulated pre-mix of vitamins A, C, D, E and K. In Cowbell Chocolate milk, a similar vitamin pack has been added together with the important energy releasing B vitamins, as well as Magnesium and Iron. This complete cocoa beverage is predominantly consumer by 6-15 year olds. For this reason it has necessitated additional fortification, together with the ‘3 in 1’ cocoa + milk + sugar product delivery.
Vitarich rolls out across Africa
In keeping with our philosophy of continually improving our product offering and providing the best possible nutrition for