hiii

1. Britannia Industries Limited
Health & Nutrition initiatives

2. Britannia purpose
Help people enjoy life – through
healthy snacking
Make enjoyable food, healthy & accessible to all people,
any time, anywhere - everyday

3. 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

4. Britannia brands and products enjoy unparalleled
consumer penetration and reach!!
Britannia brands
reach more than
300 Million homes
across India
More than 40% of
Britannia
consumption
happens in Rural
India
Britannia products
are available
through more than
3 Million stores
across the country
Britannia sells
about 6 Billion
packs of biscuits
products every
year
Britannia has a
leader presence in
very frequently
consumed Bakery
& Dairy categories

5. Britannia products span multiple product categories in
Bakery and Dairy with strong health targeted entries
Biscuits
Kids Nutrition
Indulgence
Snacking
Adult Health
one Cream
cracker to be
added here
Bread, Cakes
and Rusk
Dairy

6. Britannia approach to Health & Nutrition
Targeted Health
entries, specialized
products
Fortification of Popular
products
Fortified products
made accessible &
affordable
Source: Mckinsey

7. H&N initiatives: Britannia leads through product and
thought leadership in India
Product Leadership..
FORTIFICATION
ZERO TRANS FAT
HEALTH ENTRIES
Thought Leadership..
NUTRITION
ALLIANCES
@ the CLINTON
GLOBAL INITIATIVE
CREATING
KNOWLEDGE

8. Our commitment: Taking Nutrition to a Billion

9. 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

10. Bakery (biscuits) is now the most salient and widely
The Biscuit Categorycategory (also the Largest!!)
consumed processed food
•2.0 Billion USD
•1.2 Mn tonnes
Touching 90%
Urban & Rural households
•Largest Stomach Share
•Next only to Main meals
•16% in Urban, 12% in Rural
One of the most hygienically
packaged categories
•50% consumption in Rural
•35% consumption from income
groups < 25 USD/ month
100 gm. Glucose biscuits provide
20% of energy, proteins, calcium
required by average adult
10

11. 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, Minerals
& Proteins
7 Active Brain
Nutrients
10 Vitamins and
Minerals
50% of
total
volumes
fortified
3.5
Billion
packs
sold
annually

12. Our commitment: Removing the Bad
Britannia is the First food company in
India to become a Zero Trans Fat
company

13. 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

14. 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

15. Helping health seekers make better snacking
choices that are ‘Good for them’

16. 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
nutrition in-take
Intent to buy
international products
Growing
consciousness about
health and diet

17. Building networks for impact:
Wider, Deeper, Faster

18. Britannia Nutrition Foundation: Building Knowledge
creation and awareness through partnerships

19. Britannia Nutrition Foundation: Building Knowledge
creation and awareness through partnerships
ON GROUND
PARTNERS
RESOURCE
PARTNERS
ADVOCACY
PARTNERS
TECHNICAL
COLLABORATIVE/
LEARNING
PARTNERS
CREDENTIAL
PARTNERS

21. 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)

22. Navjyoti India Foundation: About
• Education
• Women Empowerment
• Drug treatment
• Healthcare
• Family Counseling
• RTI
• HIV/ AIDS
• Panchayti Raj Training
• Vocational Training
• Environment
• Community Mobilization
• 29 projects
• 220
employees
• 12,000
beneficiaries
everyday
• 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

23. 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

24. Big gains from ‘Iron deficiency’ eradication
Strategies to overcome
Micronutrient deficiencies
++
• Iron improves
++
Dietary diversification
• Cognitive skills &
education
++
• Future income of poor
children
Food fortification
++
Supplement with minerals
& vitamins
++
Global public health &
disease control measures
++
• Iron improves
• Productivity of manual
labor
• Income of the poor

25. Big gains from ‘Iron deficiency’ eradication
Strategies to overcome
Micronutrient deficiencies
Food fortification proven
to be the most effective
intervention approach
Dietary diversification
Benefit ratio = 1 : 176-200
Food fortification
Supplement with minerals
& vitamins
Global public health &
disease control measures
Why Biscuits?
Ready to eat
Convenient
Hygienic
Tastier option
Low cost / affordable
Good fortification vehicle

26. 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

27. Mechanics of the exercise
300 children
screened
151 (50.3%) met the
inclusion criteria
139 (92.0%)
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
Vegetables: daily
Non-Vegetarian: fortnightly
Fruits: fortnightly
Milk: Tea or coffee only
Protein & energy intake: deficient by 50%
Iron: 50% RDA met through diet
% of children
Wheat: More than rice
40
35
30
25
20
15
10
5
0
<30%
30 - 50%
50-70%
% RDA
>70%<90%

28. Product & intervention details
• 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
100g of
biscuits
33g of
biscuits or 4
biscuits
431.0
142.0
76.0
25.0
7.0
2.30
Fat (g)
11.0
3.60
Calcium (mg)
15.0
4.95
102.0
20.0
25.0
8.25
Nutrition
composition
Energy (Kcal)
Carbohydrates (g)
Proteins (g)
Iron (mg)
Folic acid (mcg)
• 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

29. 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

30. Impact of intervention:
Hb levels increased from 9.00 to 12.48
Hemoglobin levels
12.6
12.7
12.4
10.7
9.74
8.57
8 - 9g
9 - 10g
Initial
10 - 11g
Final
* No change was observed in school
attendance during the intervention
period
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

32. 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
Bank Institute series, May 2008
Sharing actions on the
Nutrition commitment:
CGI conference, 2009

33. Other Britannia tie ups for supply of fortified biscuits
World Food Programme (UNWFP)
Midday meal program: Pondicherry
Midday meal program: Chennai

34. Possible areas of collaboration

35. Thank You.