Company Brief
New Delhi, December 16, 2008
Heinz, the makers of Complan, Glucon-D, Nycil and Heinz Tomato Ketchup, Sauces and Condiments, has released a study which proves that children who drink Complan along with a regular diet grow in height 2 times faster compared to those who are only on a regular diet which is not properly planned.
The 2 times faster growth claim, is based on an independent study conducted by the reputed Department of Food Science and Nutrition at Avinashilingam University, Coimbatore, in Tamil Nadu. The study, which has been peer-reviewed, was conducted on 900 Indian children in the 7-12 year age groups over a period of 12 months.
The participating children attending schools in Coimbatore included an equal number of boys and girls who were matched for age, height, weight and socioeconomic status at the beginning of the study, to allow comparison after the year-long Complan supplementation.
Heinz has now launched a new Complan television commercial based on the study.
As per the study protocol:
* 300 children were served a regular diet
* 300 children were served a regular diet + Complan in water
* 300 children were served a regular diet + Complan in milk
The study showed that the children who consumed a regular diet + Complan in milk grew twice as faster than those children who were served only a regular diet. Even the boys and girls who consumed a regular diet + Complan with water grew 2 times faster than those only on a regular diet.
Besides gaining height, the Complan children fell sick less often, indicating an overall improvement in their health. These findings were proven to be statistically significant when compared with children from the Control Group with similar age, height, weight and socioeconomic characteristics.
Says Dr Vijayalakshmi from Avinashilingam University, The children who grew in height 2 times faster showed significant growth when their daily diet was supplemented with Complan. The research reaffirms that in addition to regular diet, a well-planned drink with a balance of macronutrients and micronutrients, delivered in a tasty milk-based health drink, can make a significant impact on the overall health of children and help them grow better.
Ms. Seema Modi, Vice President Marketing, Heinz India said, This study reiterates the product superiority of Complan which is fortified with 23 vital nutrients and 100% milk protein that is essential to maximize a childs growth potential, combined with a regular diet. The quantity and quality of protein makes a significant difference to the way children grow. It has been proven that milk protein is a complete protein and is far superior to incomplete proteins from other common and cheaper sources like barley and wheat.
Our 2 times faster statement has been validated, unlike claims made about Horlicks. We were surprised to see the misleading claims about Horlicks. We wanted to tell consumers the facts and about the Complan advantage. We are confident that they will recognize that Complan offers excellent value, given all the nutrients it contains. Also the basic difference between both the health drinks is that Complan is milk based whereas Horlicks is a Malt based health drink and hence Complans nutritional delivery is superior to Horlicks, she further added.
The new brand positioning is also mentioned on the new product packs which now carry a logo stating 2 times faster growth based on the study conducted by Avinashilingam University.
Complan is a scientifically planned nutritional drink formulated specifically for growing children, and has a balance of macronutrients and micronutrients. It contains 18g of milk protein per 100g along with 23 vital nutrients which drive children's growth. Complan uses only 100% milk protein, which is a complete protein and has one of the best protein efficiency ratios when compared with other types of proteins that are present in competing brands.
For further information, please contact:
R&PM: Edelman
Ms Bhavna Jagtiani
E-mail: bhavna.jagtiani@edelman.com
Mobile: +91 98205 13970
/afaqs/media/member_avatars/b19bc90752f22463c21493ea40ad04dd26b32ea4045d163717734c0181e00e52.png )
Follow Us/afaqs/media/agency_attachments/2024-10-10t065829449z-afaqs_640x480.png)
