Kinshasa, Jan 20, 2012
Nestlé Congo - a subsidiary of Nestlé S.A., the world's leading Nutrition, Health and Wellness Company - has announced today the launch of NIDO FORTIFIED, a full cream milk powder for children. This milk is not intended for babies. NIDO is the biggest brand of Nutrition, Health and Wellness of Nestlé.
“Mothers care about the health and well-being of their children and they want a milk that offers them a complete nutrition. They need a credible partner in nutrition and this is what Nestlé offers by fortifying NIDO with vital nutrients such as iron, calcium and vitamins, essential for the growth and development of a child. It also has the creamy and fresh taste that children like”, said AMAC .KANSU, Head of Dairy Business Unit at Nestlé Equatorial African Region.
NIDO FORTIFIED has all the natural properties of milk, being both a source of protein and calcium. Proteins help the growth and healthy development of children, while calcium helps to build strong bones and teeth.
In addition, NIDO FORTIFIED is enriched with the vital nutrients like iron, calcium, zinc, magnesium, potassium, folic acid and vitamins (A, D, E, and B1), essential for the proper running of organs such as the heart, the kidneys, the muscles and the nerves.
One glass of NIDO FORTIFIED contains 25% of the daily iron requirements for a child. WHO research indicates a major deficiency in iron and vitamin A among the nutrients in the Congo and Nestlé is committed to adding value to its products to combat micro-nutrient deficiencies.
NIDO FORTIFIED will be available in soft packs of 900g and 400g. This is a practical offer that will enhance the brand’s affordability and will be distributed widely in DRC. With the new packaging, more consumers will have access to good quality products that provide good nutrition at an affordable price and in the appropriate format.
“We hope that with this new package, many consumers will have access to NIDO FORTIFIED and thus the annual consumption of milk in Congo”, said Mr.KANSU.
To support NIDO FORTIFIED, Nestlé is also launching the “10 signs of good nutrition Campaign”. This campaign is a practical guide to help mothers better detect if their children are being adequately fed. The 10 Signs of Good Nutrition are visible indications of the healthy growth of children.
These 10 signs will be communicated on the packaging, on television, radio, billboards and in other media throughout the campaign launch.