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Britannia Industries Limited

Health & Nutrition initiatives


Britannia purpose

Help people enjoy life – through


healthy snacking
Make enjoyable food, healthy & accessible to all people,
any time, anywhere - everyday
Britannia has a robust business built on great products
anchored in a consistently top ranked Food brand

2008 …. For the 5th Successive Year 2007

2008 …. # 2 in Food Category in 2008 & # 1 in 2007 2007

2008

3
Britannia brands and products enjoy unparalleled
consumer penetration and reach!!

Britannia brands More than 40% of Britannia sells


reach more than Britannia about 6 Billion
300 Million homes consumption packs of biscuits
across India happens in Rural products every
India year

Britannia products Britannia has a


are available leader presence in
through more than very frequently
3 Million stores consumed Bakery
across the country & Dairy categories
Britannia products span multiple product categories in
Bakery and Dairy with strong health targeted entries

Biscuits Bread, Cakes Dairy


and Rusk
Kids Nutrition Indulgence Snacking Adult Health

one Cream
cracker to be
added here
Britannia approach to Health & Nutrition

Targeted Health
entries, specialized
products
Fortification of Popular
products

Fortified products
made accessible &
affordable

Source: Mckinsey
H&N initiatives: Britannia leads through product and
thought leadership in India
Product Leadership..

FORTIFICATION ZERO TRANS FAT HEALTH ENTRIES

Thought Leadership..

NUTRITION @ the CLINTON CREATING


ALLIANCES GLOBAL INITIATIVE KNOWLEDGE
Our commitment: Taking Nutrition to a Billion
India: A complex inter-network of cultures, food
behaviors, economic strata and health levels

Population : 1.1 Bn
No of Households : 200 Mn Setting new benchmarks
on Diversity,
Channels, Cultures ,
Languages and Media

7 Mn Retail outlets

3,800 urban centers


627,000 villages
Malnutrition:
47% of < 5 years old malnourished
38% of the world’s malnourished children

9
Bakery (biscuits) is now the most salient and widely
The Biscuit Category
consumed processed food category (also the Largest!!)

•2.0 Billion USD


•1.2 Mn tonnes
Touching 90%
Urban & Rural households
•50% consumption in Rural
•35% consumption from income
groups < 25 USD/ month
•Largest Stomach Share
•Next only to Main meals
•16% in Urban, 12% in Rural

100 gm. Glucose biscuits provide


20% of energy, proteins, calcium
One of the most hygienically required by average adult
packaged categories

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Solving the Nutrition conundrum through the Fortification
approach anchored in affordability & accessibility

Brand Fortification

Iron
& Folic Acid
50% of
total
volumes
Vitamins
B1, B6, B12, D, Iron
fortified
, Iodine

10
Vitamins, Minerals
& Proteins 3.5
Billion
7 Active Brain
Nutrients packs
sold
annually
10 Vitamins and
Minerals
Our commitment: Removing the Bad

Britannia is the First food company in


India to become a Zero Trans Fat
company
Despite
manufacturing
• Removed
The initiative had around 8,500
challenges, Britanni
inception in the tonnes of TF from
a has successfully
corporate view on its products
been able to
the removal or
stabilize vegetable
minimization of
ingredients that
oils in the bakery • Moved around
format without 56,000 tonnes of
may be potentially
adversely impacting HVO to vegetable
harmful to health
the taste
oil usage
• We reach 90
million
Realizing the need Britannia will households with
for consumer continue to focus just two brands
education, Britannia its efforts on
has initiated basic consumer
TF education education through
through brands like declaration on • Well positioned
Marie Gold & product labels to educate the
NutriChoice, which and through media Indian consumer
target adults through health
messages on the
packaging
Helping health seekers make better snacking
choices that are ‘Good for them’
Britannia NutriChoice: Creating healthier snacking
Indian Context ..drivers of Health & Wellness
choices for changing adult lifestyles

Increasing affluence

‘Go getter’
attitude..competition
…Performance is key

Erratic lifestyles

Worried about family’s


Intent to buy nutrition in-take
international products

Growing
consciousness about
health and diet
Building networks for impact:
Wider, Deeper, Faster
Britannia Nutrition Foundation: Building Knowledge
creation and awareness through partnerships
Britannia Nutrition Foundation: Building Knowledge
creation and awareness through partnerships

RESOURCE
ON GROUND PARTNERS
PARTNERS
ADVOCACY
PARTNERS

TECHNICAL
COLLABORATIVE/
LEARNING CREDENTIAL
PARTNERS PARTNERS
Britannia - Navjyoti India Foundation case study:
Executive Summary

Taking Nutrition to • A meeting was held with the parents to tell them
Slum schools the importance of Iron and to take their consent
on the intervention

• A test was conducted on 282 children, out of


which 151 were suffering from anemia (Hb level
ranging from 5 gm% to 11 gm%),

• The other 132 children had normal Hb levels


but their Serum Ferritin and Total Iron Binding
capacity was low.

• Fortified biscuits were given to these children


regularly for 90 days

• Final test was conducted on 139 children – Hb


levels raised from 9 gm% to 12.48 gm%

Sharing the learning from the initiative at the


All India Institute of Medical Sciences (AIIMS)
Navjyoti India Foundation: About

• 29 projects
• 220
employees
• Education • 12,000
• Women Empowerment beneficiaries
• Drug treatment everyday
• Healthcare
• Family Counseling
• RTI • Urban slums of Delhi
• HIV/ AIDS • Rural areas of Gurgaon
• Panchayti Raj Training • Karala Majri in Delhi
• Vocational Training • Environment Program
• Environment in Pune
• Community Mobilization • School for the children of
drug addicts in Amritsar
Iron deficiency in India: scenario

• Anemia – Major health problem

• Who are at risk? – Infants, young


children, adolescents and pregnant women CAUSES

• Why? Demand for iron, folic acid & other • Inadequate intake of iron containing foods
nutrients by this group is high
• Inadequate absorption of iron from cereal
• Prevalence – 60% to 90% in different age based diet
groups & in 6 to 11 years in Delhi 66.4% • Inadequate consumption of Green Leafy
(Study conducted by Sethi et al – 2002) Vegetables & citrus fruits
• High prevalence of infections & infestation
• What is the effect in children? - Impaired
cognitive performance, behavioral and • Lack of dietary diversification
language development, scholastic
achievement, physical performance and
increased morbidity and mortality from
infectious diseases.
Big gains from ‘Iron deficiency’ eradication

Strategies to overcome • Iron improves


Micronutrient deficiencies ++
• Cognitive skills &
++ education

Dietary diversification • Future income of poor


++ children

Food fortification
• Iron improves
++
Supplement with minerals
• Productivity of manual
& vitamins ++ labor

Global public health & • Income of the poor


disease control measures ++
Big gains from ‘Iron deficiency’ eradication

Strategies to overcome Food fortification proven


Micronutrient deficiencies to be the most effective
intervention approach

Dietary diversification Benefit ratio = 1 : 176-200

Food fortification
Why Biscuits?

Supplement with minerals Ready to eat


& vitamins Convenient
Hygienic
Global public health & Tastier option
disease control measures Low cost / affordable
Good fortification vehicle
Study: Introduction

Assessment of impact of intervention with


iron fortified biscuits in anemic children
• Study centre: schools
sponsored by Navjyoti India
Foundation, Delhi
• Location: Bawana, a
resettlement colony in Delhi
• Study protocol – approved by
institutional ethical committee
of Navjyoti India Foundation
• Parents were given a
presentation on importance of
iron for children to enable them
to decide on their child’s
participation in study
• Informed consent form was
obtained from the parents
Mechanics of the exercise

300 children 151 (50.3%) met the 139 (92.0%)


screened inclusion criteria completed the study
12 children dropped from the
study – parents moved out

4 biscuits capable of meeting >75% RDA for iron

Diet intake of the children


Intake of dietary iron

40
Wheat: More than rice % of children 35
30
Vegetables: daily 25
Non-Vegetarian: fortnightly 20
15
Fruits: fortnightly 10
5
Milk: Tea or coffee only 0
<30% 30 - 50% 50-70% >70%<90%
Protein & energy intake: deficient by 50%
% RDA
Iron: 50% RDA met through diet
Product & intervention details
• Britannia biscuit – low cost, mass product Nutrition 100g of 33g of
biscuits biscuits or 4
• Fortified with iron composition biscuits
Energy (Kcal) 431.0 142.0
• Source of iron – Ferrous Fumarate
Carbohydrates (g) 76.0 25.0
An iron salt recommended by WHO for cereal based
products (after reviewing various studies on Proteins (g) 7.0 2.30
toxicology, absorption & bio-availability)
Fat (g) 11.0 3.60
• Children received biscuits fortified with iron Calcium (mg) 15.0 4.95
5mg/ biscuit ~ 20mg elemental iron per child per day Iron (mg) 102.0 20.0

• Intervention period – 90days Folic acid (mcg) 25.0 8.25

• Age group: 7 to 9 years; Socio-economic status: Low


• Gender: Both male & female children; 300 children were screened Intervention
• 3ml of blood was drawn from each child by an expert clinician and analyzed for Hb, TIBC & serum ferritin details
• Children were selected basis analysis of Hb level & inclusion criteria of the study protocol
 Hemoglobin level < 11g/dl: Described as moderate anemia by ICMR & WHO standards
 151 out of 300 children met this criteria
• De-worming: a 400mg single dosage of Albendazole given at start and after 15days
• Blood parameters & other data –
 Hemoglobin – a direct indicator of anemia
 Total iron binding capacity measures the extent to which iron-binding sites in the serum are saturated
 Serum ferritin – an indicator of iron stored in body
 Height & weight measurements
• These parameters were analyzed at start & completion of study; Dietary intake record through 24 hour recall method
Study: Key conclusions*

• Prevalence of anemia in the


study group was 52%
• Dietary intake of iron was found
to be less than RDA

Intervention with iron


fortified biscuits (at 20 mg/
day) for a period of 90 days

• Significant
improvement in the
status of hemoglobin
• Significant
improvement in
storage iron
*To assess the impact of iron fortified biscuits on growth and cognitive
functions, a longer period of intervention along with control group is required
Impact of intervention:
Hb levels increased from 9.00 to 12.48
Hemoglobin levels
12.6 12.4 12.7

10.7
9.74
8.57

8 - 9g 9 - 10g 10 - 11g

Initial Final
Level of Hb Initial g/dl Final g/dl
in g/dl (Mean/SD) (Mean/SD)
* No change was observed in school
08 - 09g 8.57+/-0.38 12.6+/-1.52
attendance during the intervention
period 09 - 10g 9.74+/-0.20 12.4+/-1.03

10 - 11g 10.7+/-0.22 12.7+/-0.96


Britannia – Naandi Foundation + GAIN case study:
Focused Nutrition initiative through partnerships

Taking Nutrition to
Midday meals

Launch of the ‘Fortified Tiger


Biscuits School Feeding
Public Private Partnership’
, Mar 2007

Case study published in the GAIN - World


Sharing actions on the
Bank Institute series, May 2008
Nutrition commitment:
CGI conference, 2009
Other Britannia tie ups for supply of fortified biscuits

World Food Programme (UNWFP)

Midday meal program: Pondicherry

Midday meal program: Chennai


Possible areas of collaboration
Thank You.

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