Jeddah - Anlene, the Expert in Bone Nutrition™, is offering Middle East consumers a new solution in achieving optimal bone nutrition. The new adult milk powder is enriched with essential nutrients for bones including Calcium, Vitamin D Protein, Zinc, Magnesium and a new bioactive ingredient innovation called PHYTO K Regenerative Formula.
Scientifically proven in Asia to assist in maintaining optimal bone health, Anlene could be part of the answer to turning around the Middle East's poor bone health record, which is one of the worst in the world.
Launched by Fonterra across the GCC on June 1, Anlene is the only product carrying this innovative Phyto K (which contains vitamin K1) Regenerative formula which is used in a unique 3-Step System to help consumers maintain healthy bones:
1. Essential Bone Nutrients - Calcium, Vitamin D, Protein, Magnesium, Zinc, Phylloquinone (Vitamin K1), and Phosphorus which are essential building blocks for creating dense and strong bones.
2. Effective Absorption - Vitamin D ensures that essential bone nutrients are effectively absorbed.
3. Lock in Nutrients - PHYTO K Regenerative Formula helps to lock in bone nutrients deep within the bones.
Anlene's benefits to bone health have been proven scientifically in a series of clinical studies over 10 years involving more than 2,500 people and over 50 bone health specialists. Anlene has been leading the fight against poor bone health in Asia for more than 10 years and is now aiming to assist Middle East adults in helping to reduce the risk of a major health concern.
Statistics show that the Middle East bone health record is one of the worst in the world:
· Over 30% of adults over the age of 50 in the Middle East will suffer from osteoporosis
- 31% of post-menopausal women in Saudi Arabia have osteopenia, the stage before osteoporosis, and 40% have osteoporosis
- 33% of males over 50 in Saudi Arabia will suffer from osteoporosis
- It is estimated that the cost of treating osteoporosis in Saudi Arabia will rise to 15 Billion Saudi Riyals by 2010
- Vitamin D is essential to help the body absorb calcium. However, up to 84 per cent of women and 49 per cent of men in the Middle East are Vitamin D deficient, which makes them even more vulnerable to osteoporosis.
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About Fonterra
Fonterra is a multi-national dairy company and one of the world's leading dairy ingredients and consumer businesses. Fonterra is the world's largest exporter of dairy products, with an annual turnover of around US$7.8 billion. Its consumer dairy business, Fonterra Brands, operates in 40 countries and its products are among the best known dairy brands in the world. Around the world its leading consumer brands CHESDALE™, ANLENE™, ANMUM™, ANCHOR™, FERNLEAF™, and MAINLAND™ are known for goodness, quality and reliability. For more information visit: www.fonterra.com.
For more information, please contact:
Wael Sabri
Media Relations Manager
Landmark Public Relations & Events
Tel: +966 2661 4109
Fax: +966 2661 4239
Mobile: 0504944525
Email: w.sabri@landmark-pr.com
© Press Release 2007
