17 September 2018 | News | By NFS Correspondent
Amway India, the country’s largest FMCG direct selling Company has launched a ‘Protein 4 Children’ campaign. As per a recent study published in the Indian Medical Gazette, protein deficiency is a major concern in India with more than 80% Indian diets being deficient in protein. Another article published in the Journal of Family Medicine and Primary Care reveals that around 50% children in India are protein deficient. Amway’s ‘Protein 4 Children’ campaign is focused on the fact that the protein requirement of children almost doubles up between the age group of 5 to 12 years to support vital growth and the requirement increases further when they reach adolescence age.
The company has stepped up its efforts to propagate the benefits of protein to the parents by rolling out a comprehensive campaign ‘Protein 4 Children’. As a part of the campaign, Amway is launching a series of initiatives to support and educate Amway direct sellers as well as preferred customers across the country on the need of protein supplementation amongst children. The company has also launched a Protein Calculator app that helps in assessing approximate protein intake, making it easier to identify the gaps, if any. Amway has introduced a series of trivia - ‘Did you know’ with interesting factoids on social media, to improve knowledge on the need for protein amongst children. Besides this, Amway has created fun and tasty recipes, in association with leading nutritionists that can be easily prepared using Nutrilite All Plant Protein Powder.
Talking about the market potential, Sundip Shah, Chief Marketing Officer, Amway India, said, “The campaign is based on the findings presented by Journal of Family Medicine and Primary Care that around 50% children in India are protein deficient and targeted at mothers who bear the prime responsibility of nutrition and health of children in our country. With this campaign we aim to reinforce the importance of protein for children in their growth years. If the required amount of Protein is not available from the regular diet then supplementation must be considered.”
Commenting on the need for protein among Children, Ajay Khanna, Category Head – Nutrition & Wellness, Amway India, said, “The formative years are critical for a child’s overall development because this is the period when the linear growth happens most rapidly. Hence, they require a jumpstart to their overall development. The appropriate protein intake is crucial for organ function, muscle repair, and a healthy immune system. As per ICMR, protein requirement doubles in the age group of 5 to 12 years. However, the reality is that nearly 50% of children are protein deficient3. As a brand that believes in extending good health and wellness to all, these statistics are alarming. We all are aware that children are picky about their food choices, thus ensuring proper intake of nutrition becomes a huge challenge for mothers. Our effort is to make protein consumption simple and attractive for kids by showing ways to add the same to things they love to consume on a daily basis. One of the unique characteristics of Nutrilite All Plant Protein is that it can be mixed with anything as it has a neutral taste. At Amway, we believe in maintaining good health. We foresee Amway’s Nutrilite All Plant Protein Powder playing a major role in fulfilling protein gaps. Protein supplementation is a key solution for mothers to lay a strong growth foundation for their child’s future.”
Most children do not consume a balanced diet that includes proteins, whole grains, fruits and vegetables, and a small amount of healthy fats. Unlike fats and carbohydrates, proteins are not stored in the body. Hence, there is a need for continuous replenishment. Protein is the basic building block for muscles, bones and other body components and is essential for body’s growth & maintenance. Amway’s Nutrilite All Plant Protein Powder is an easy to digest, 100% all-plant formula that supplies 9 essential amino acids that need to be replenished on a daily basis especially among the children to ensure maximum growth potential. The tri-blend of soy, wheat, and pea provides the right combination of proteins and amino acids that ensure children get a healthy intake of protein and essential nutrients on a regular basis. With a neutral taste, Nutrilite All Plant Protein Powder has a versatile usage and can be mixed with juices, milkshakes, buttermilk, soups, and lentils, without changing the original taste.