Over the next 12 months Fonterra plans to carry out an unprecedented seven million Anlene Bone Health Checks across Asia and the Middle East.
Fonterra Managing Director ASEAN/MENA Mark Wilson said this commitment builds on Fonterra’s ongoing efforts to help raise awareness about the importance of bone health – a key component of the Co-operative’s advanced nutrition strategy in the region.
“Fonterra has been working to raise awareness and generate interest in bone health for more than a decade – we initiated our regional Anlene Bone Health Check in 1999 and have provided free bone scans to more than 13 million people in the last five years alone.”
According to data analysed from the Anlene Bone Health Check, a free bone scanning programme run by Fonterra in Asia, by the age of 35, one in three people in Asia are classified as at medium – high risk of developing osteoporosis. There is no cure for osteoporosis but Anlene, the only high calcium milk clinically proven to improve bone health, can play a role in helping prevent its onset.
“Raising awareness about bone health and highlighting the simple lifestyle and nutrition choices that people can make to prevent osteoporosis is essential in helping to reduce the prevalence of this crippling disease in Asia and the Middle East. Our Anlene Bone Health Check is one of the key ways that we can do this,” said Mr Wilson.
Yesterday’s announcement follows events across Asia and the Middle East at the end of October to mark World Osteoporosis Day. Fonterra’s Anlene brand sponsored mass movement and awareness raising events in countries across the region with an estimated 20,000 people came together to ‘move for bones’ in Indonesia alone.
Mr Wilson added: “Since Anlene began sponsoring World Osteoporosis Day, we have encouraged more than 1 million people across the region to participate in mass physical activity events to help highlight the dual role a balanced diet, rich in calcium and protein, and regular weight bearing exercise play in helping people maintain their bone health.”
Anlene is the leading high calcium milk brand in nine out of 10 markets across Asia and the Middle East. It is also a leader in China, becoming the number one high calcium milk brand in Shanghai and Guangzhou just over a year after launch. Earlier this year, the brand hit another major milestone, selling 1 billion serves in 12 months for the first time.
“Asia is characterised by fast-growing, increasingly urban and ageing populations who are living more sedentary lifestyles. At the same time, people are becoming increasingly affluent, driving interest in health and nutrition. People are looking to stay fit and active for longer and good bone health is essential in them achieving this goal.
“Helping raise awareness about the importance of bone health and highlighting the role that dairy has to play in maintaining mobility are key to Fonterra’s advanced nutrition strategy in Asia and the Middle East,” said Mr Wilson.