Opening of new bone centre in Dubai to promote awareness of osteoporosis
Dubai, June 26 2010: On Thursday, Emirates Arthritis Foundation (EAF) and Anlene, Fonterra's leading adult milk brand, came together to support the much-awaited opening of Al Biraa Arthritis & Bone Centre. This brand new facility in Dubai is dedicated to raising awareness of osteoporosis and preserving local residents' bone health.
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About Fonterra
Fonterra is a global leader in dairy nutrition - the preferred supplier of dairy ingredients to many of the world's leading food companies. Fonterra is also a market leader with our own consumer dairy brands in Australia/New Zealand, Asia/Africa, Middle East and Latin America.
Fonterra has spent more than US$40 million in the last decade to better understand osteoporosis and works closely with the International Osteoporosis Foundation to raise awareness.
The farmer-owned New Zealand co-operative is the largest processor of milk in the world, producing more than two million tonnes of dairy ingredients, value added dairy ingredients, specialty ingredients and consumer products every year. Drawing on generations of dairy expertise, Fonterra is one of the largest investors in dairy based research and innovation in the world. Our 16,000 staff work across the dairy spectrum from advising farmers on sustainable farming and milk production, to ensuring we live up to exacting quality standards and delivering every day on our customer promise in more than 100 markets around the world.
About Anlene
ANLENE™ is a range of dairy products specially formulated for adults' optimal bone health. The range consists of Powder, UHT, Pasteurised and Yogurt products. ANLENE™ contains more calcium than regular milk. ANLENE™ also contains scientifically selected nutrients to work with the calcium to ensure enhanced absorption and bone strength. Fonterra has spent more than US$40 million on bone health research and US$14 million directly on the development of ANLENE™. Over the past 10 years, the experts behind ANLENE™ have funded, and been involved with 15 clinical trials relating to bone health.
In 2007, ANLENE milk powder for adults was launch across the Middle East and is now the best selling adult milk brand in the UAE. (Neilson Retail Audit, Feb 2010)
Anlene Bone Health Check Data
The Anlene Bone Health Check provides free bone scans to the public using ultrasonometer technology. The programme provides people with an estimate of their risk of poor bone health, and is not used for diagnostic purposes. Statistics are collected on the number of participants in each zone of risk and summarised on a population basis.
About Emirates Arthritis Foundation
EAF is a non-profit organisation that contributes to the welfare of the entire region by providing an extensive range of events and programs to support arthritis patients. In addition, our regional outreach initiatives comprise of a variety of recreational programmes, drawing upon support from the healthcare community. Our code of ethics at the Emirates Arthritis Foundation is based upon promoting ideals of corporate fairness, transparency and accountability, in order to remain a trusted community body.
For further information on Fonterra and Anlene contact:
Emma Jones
ASDA'A Burson Marsteller
Dubai, UAE
Tel: 9714 3344550
e.jones@asdaa.com
EAF and Al Biraa Arthritis & Bone Centre contact:
Danielle Wilson
CSPR Group
Tel: 9714 3445029
danielle@cityshoppingdubai.com
© Press Release 2010
