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
3
…. For the 5th Successive Year
…. # 2 in Food Category in 2008 & # 1 in 2007
2008 2007
2008
2008 2007
Britannia has a robust business built on great products
anchored in a consistently top ranked Food brand
Britannia brands and products enjoy unparalleled
consumer penetration and reach!!
Britannia brands
reach more than
300 Million homes
across India
Britannia products
are available
through more than
3 Million stores
across the country
More than 40% of
Britannia
consumption
happens in Rural
India
Britannia sells
about 6 Billion
packs of biscuits
products every
year
Britannia has a
leader presence in
very frequently
consumed Bakery
& Dairy categories
Britannia products span multiple product categories in
Bakery and Dairy with strong health targeted entries
Biscuits Bread, Cakes
and RuskDairy
Kids Nutrition Indulgence Snacking Adult Health
one Cream
cracker to be
added here
Britannia approach to Health & Nutrition
Source: Mckinsey
Targeted Health
entries, specialized
products
Fortification of Popular
products
Fortified products
made accessible &
affordable
HEALTH ENTRIESFORTIFICATION
Product Leadership..
NUTRITION
ALLIANCES
@ the CLINTON
GLOBAL INITIATIVE
CREATING
KNOWLEDGE
Thought Leadership..
H&N initiatives: Britannia leads through product and
thought leadership in India
ZERO TRANS FAT
Our commitment: Taking Nutrition to a Billion
9
Population : 1.1 Bn
No of Households : 200 Mn Setting new benchmarks
on Diversity,
Channels, Cultures ,
Languages and Media
3,800 urban centers
627,000 villagesMalnutrition:
47% of < 5 years old malnourished
38% of the world’s malnourished children
7 Mn Retail outlets
India: A complex inter-network of cultures, food
behaviors, economic strata and health levels
10
•2.0 Billion USD
•1.2 Mn tonnes
Touching 90%
Urban & Rural households
One of the most hygienically
packaged categories
•Largest Stomach Share
•Next only to Main meals
•16% in Urban, 12% in Rural
The Biscuit Category
•50% consumption in Rural
•35% consumption from income
groups < 25 USD/ month
Bakery (biscuits) is now the most salient and widely
consumed processed food category (also the Largest!!)
100 gm. Glucose biscuits provide
20% of energy, proteins, calcium
required by average adult
Solving the Nutrition conundrum through the Fortification
approach anchored in affordability & accessibility
Brand Fortification
Iron
& Folic Acid
Vitamins
B1, B6, B12, D, Iron
, Iodine
10 Vitamins and
Minerals
10
Vitamins, Minerals
& Proteins
50% of
total
volumes
fortified
3.5
Billion
packs
sold
annually
7 Active Brain
Nutrients
Our commitment: Removing the Bad
Britannia is the First food company in
India to become a Zero Trans Fat
company
The initiative had
inception in the
corporate view on
the removal or
minimization of
ingredients that
may be potentially
harmful to health
Despite
manufacturing
challenges, Britanni
a has successfully
been able to
stabilize vegetable
oils in the bakery
format without
adversely impacting
the taste
• Removed
around 8,500
tonnes of TF from
its products
• Moved around
56,000 tonnes of
HVO to vegetable
oil usage
Realizing the need
for consumer
education, Britannia
has initiated basic
TF education
through brands like
Marie Gold &
NutriChoice, which
target adults
Britannia will
continue to focus
its efforts on
consumer
education through
declaration on
product labels
and through media
• We reach 90
million
households with
just two brands
• Well positioned
to educate the
Indian consumer
through health
messages on the
packaging
Helping health seekers make better snacking
choices that are ‘Good for them’
Indian Context ..drivers of Health & Wellness
Erratic lifestyles
Intent to buy
international products
‘Go getter’
attitude..competition
…Performance is key
Increasing affluence
Growing
consciousness about
health and diet
Worried about family’s
nutrition in-take
Britannia NutriChoice: Creating healthier snacking
choices for changing adult lifestyles
Building networks for impact:
Wider, Deeper, Faster
Britannia Nutrition Foundation: Building Knowledge
creation and awareness through partnerships
TECHNICAL
COLLABORATIVE/
LEARNING
PARTNERS
ON GROUND
PARTNERS
RESOURCE
PARTNERS
ADVOCACY
PARTNERS
CREDENTIAL
PARTNERS
Britannia Nutrition Foundation: Building Knowledge
creation and awareness through partnerships
Britannia - Navjyoti India Foundation case study:
Executive Summary
Taking Nutrition to
Slum schools• A meeting was held with the parents to tell them
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
• Education
• Women Empowerment
• Drug treatment
• Healthcare
• Family Counseling
• RTI
• HIV/ AIDS
• Panchayti Raj Training
• Vocational Training
• Environment
• Community Mobilization
• Urban slums of Delhi
• Rural areas of Gurgaon
• Karala Majri in Delhi
• Environment Program
in Pune
• School for the children of
drug addicts in Amritsar
• 29 projects
• 220
employees
• 12,000
beneficiaries
everyday
Iron deficiency in India: scenario
• Anemia – Major health problem
• Who are at risk? – Infants, young children, adolescents and pregnant women
• Why? Demand for iron, folic acid & other nutrients by this group is high
• Prevalence – 60% to 90% in different age groups & in 6 to 11 years in Delhi 66.4% (Study conducted by Sethi et al – 2002)
• What is the effect in children? - Impaired cognitive performance, behavioral and language development, scholastic achievement, physical performance and increased morbidity and mortality from infectious diseases.
CAUSES
• Inadequate intake of iron containing foods
• Inadequate absorption of iron from cereal
based diet
• Inadequate consumption of Green Leafy
Vegetables & citrus fruits
• High prevalence of infections & infestation
• Lack of dietary diversification
Big gains from ‘Iron deficiency’ eradication
++• Iron improves
++
• Productivity of manual labor
++• Income of the poor
++• Iron improves
++
• Cognitive skills & education
++
• Future income of poor children
Dietary diversification
Food fortification
Supplement with minerals
& vitamins
Global public health &
disease control measures
Strategies to overcome
Micronutrient deficiencies
Big gains from ‘Iron deficiency’ eradication
Dietary diversification
Food fortification
Supplement with minerals
& vitamins
Global public health &
disease control measures
Strategies to overcome
Micronutrient deficienciesFood fortification proven
to be the most effective
intervention approach
Benefit ratio = 1 : 176-200
Ready to eat
Convenient
Hygienic
Tastier option
Low cost / affordable
Good fortification vehicle
Why Biscuits?
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
screened
151 (50.3%) met the
inclusion criteria
12 children dropped from the
study – parents moved out
139 (92.0%)
completed the study
Diet intake of the children
Wheat: More than rice
Vegetables: daily
Non-Vegetarian: fortnightly
Fruits: fortnightly
Milk: Tea or coffee only
Protein & energy intake: deficient by 50%
Iron: 50% RDA met through diet
4 biscuits capable of meeting >75% RDA for iron
Intake of dietary iron
0
5
10
15
20
25
30
35
40
<30% 30 - 50% 50-70% >70%<90%
% RDA
% o
f ch
ild
ren
• Britannia biscuit – low cost, mass product
• Fortified with iron
• Source of iron – Ferrous Fumarate
An iron salt recommended by WHO for cereal based
products (after reviewing various studies on
toxicology, absorption & bio-availability)
• Children received biscuits fortified with iron
5mg/ biscuit ~ 20mg elemental iron per child per day
• Intervention period – 90days
Nutrition
composition
100g of
biscuits
33g of
biscuits or 4
biscuits
Energy (Kcal) 431.0 142.0
Carbohydrates (g) 76.0 25.0
Proteins (g) 7.0 2.30
Fat (g) 11.0 3.60
Calcium (mg) 15.0 4.95
Iron (mg) 102.0 20.0
Folic acid (mcg) 25.0 8.25
Product & intervention details
• Age group: 7 to 9 years; Socio-economic status: Low
• Gender: Both male & female children; 300 children were screened
• 3ml of blood was drawn from each child by an expert clinician and analyzed for Hb, TIBC & serum ferritin
• 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
Intervention
details
Study: Key conclusions*
*To assess the impact of iron fortified biscuits on growth and cognitive
functions, a longer period of intervention along with control group is required
• Prevalence of anemia in the
study group was 52%
• Dietary intake of iron was found
to be less than RDA
• Significant
improvement in the
status of hemoglobin
• Significant
improvement in
storage iron
Intervention with iron
fortified biscuits (at 20 mg/
day) for a period of 90 days
Impact of intervention:
Hb levels increased from 9.00 to 12.48
Level of Hb
in g/dl
Initial g/dl
(Mean/SD)
Final g/dl
(Mean/SD)
08 - 09g 8.57+/-0.38 12.6+/-1.52
09 - 10g 9.74+/-0.20 12.4+/-1.03
10 - 11g 10.7+/-0.22 12.7+/-0.96
8.57
9.7410.7
12.6 12.4 12.7
8 - 9g 9 - 10g 10 - 11g
Initial Final
Hemoglobin levels
* No change was observed in school
attendance during the intervention
period
Britannia – Naandi Foundation + GAIN case study:
Focused Nutrition initiative through partnerships
Taking Nutrition to
Midday meals
Case study published in the GAIN - World
Bank Institute series, May 2008
Launch of the ‘Fortified Tiger
Biscuits School Feeding
Public Private Partnership’
, Mar 2007
Sharing actions on the
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.