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.