Nutrilite launches “Protein 4 Children” campaign focused on requirement of protein in children in their vital growth years

 Launches Protein Calculator app to help Indian consumers assess their approx. protein intake

Ranchi, September 23, 2018: Amway India, the country’s largest FMCG direct selling Company has launched a ‘Protein 4 Children’ campaign. As per a recent study published in the Indian Medical Gazette, protein deficiency is a major concern in India with more than 80% Indian diets being deficient in protein[1]. Another article published in the Journal of Family Medicine and Primary Care reveals that around 50% children in India are protein deficient[2]. Amway’s ‘Protein 4 Children’ campaign is focused on the fact that the protein requirement of children almost doubles up between the age group of 5 to 12 years to support vital growth and the requirement increases further when they reach adolescence age[3]. 

The company has stepped up its efforts to propagate the benefits of protein to the parents by rolling out a comprehensive campaign ‘Protein 4 Children’. As a part of the campaign, Amway is launching a series of initiatives to support and educate Amway direct sellers as well as preferred customers across the country on the need of protein supplementation amongst children. The company has also launched a Protein Calculator app that helps in assessing approximate protein intake, making it easier to identify the gaps, if any. Amway has introduced a series of trivia - ‘Did you know’ with interesting factoids on social media, to improve knowledge on the need for protein amongst children. Besides this, Amway has created fun and tasty recipes, in association with leading nutritionists that can be easily prepared using Nutrilite All Plant Protein Powder.

Talking about the market potential, Sundip Shah, Chief Marketing Officer, Amway India, said, “The campaign is based on the findings presented by Journal of Family Medicine and Primary Care² that around 50% children in India are protein deficient and targeted at mothers who bear the prime responsibility of nutrition and health of children in our country. With this campaign we aim to reinforce the importance of protein for children in their growth years. If the required amount of Protein is not available from the regular diet then supplementation must be considered.”

Commenting on the need for protein among Children, Ajay Khanna, Category Head – Nutrition & Wellness, Amway India, said, “The formative years are critical for a child’s overall development because this is the period when the linear growth happens most rapidly. Hence, they require a jumpstart to their overall development. The appropriate protein intake is crucial for organ function, muscle repair, and a healthy immune system. As per ICMR, protein requirement doubles in the age group of 5 to 12 years. However, the reality is that nearly 50% of children are protein deficient³. As a brand that believes in extending good health and wellness to all, these statistics are alarming. We all are aware that children are picky about their food choices, thus ensuring proper intake of nutrition becomes a huge challenge for mothers. Our effort is to make protein consumption simple and attractive for kids by showing ways to add the same to things they love to consume on a daily basis. One of the unique characteristics of Nutrilite All Plant Protein is that it can be mixed with anything as it has a neutral taste. At Amway, we believe in maintaining good health. We foresee Amway’s Nutrilite All Plant Protein Powder playing a major role in fulfilling protein gaps. Protein supplementation is a key solution for mothers to lay a strong growth foundation for their child’s future.”

Most children do not consume a balanced diet that includes proteins, whole grains, fruits and vegetables, and a small amount of healthy fats. Unlike fats and carbohydrates, proteins are not stored in the body. Hence, there is a need for continuous replenishment. Protein is the basic building block for muscles, bones and other body components and is essential for body’s growth & maintenance. Amway’s Nutrilite All Plant Protein Powder is an easy to digest, 100% all-plant formula that supplies 9 essential amino acids that need to be replenished on a daily basis especially among the children to ensure maximum growth potential. The tri-blend of soy, wheat, and pea provides the right combination of proteins and amino acids that ensure children get a healthy intake of protein and essential nutrients on a regular basis. With a neutral taste, Nutrilite All Plant Protein Powder has a versatile usage and can be mixed with juices, milkshakes, buttermilk, soups, and lentils, without changing the original taste.

  

About Amway India

Amway India is a wholly owned subsidiary of Amway with headquarters located in Ada, Michigan, USA. Amway is the world's #1 direct selling business in the world[4] with presence in over 100 countries & territories.

Globally, Amway is over 59 years old, US $ 8.6 billion, manufacturer and direct seller of quality consumer goods. Amway’s innovation and industry-leading R&D has seen more than 800 patents granted and another 240 patents pending.  Amway has nearly 1000 scientists across 100 research and development and quality assurance laboratories worldwide.

Amway India sells more than 140 daily use products across categories like Nutrition, Beauty, Personal Care, Home Care and Consumer durables through Amway Direct Sellers who make personal recommendations regarding the use of distinctive quality products. Amway products are widely recognized and appreciated for their quality and value. These products are backed by a money back guarantee for 100% satisfaction of use[5]. With the aim of increasing consumer outreach Amway has set up 55 Xpress Pick & Pay stores across the country.

Amway products are popular not just in India but across the world. Nutrilite is the world's No. 1 selling vitamins and dietary supplements brand[6].^. Nutrilite has established itself as a leading brand in the vitamins and dietary supplements category in India as well. Amway has signed Farhan Akhtar as the brand ambassador for the Nutrilite range in India to further promote the brand. Artistry is India’s No. 1 premium skin care brand[7].^. Amway India also offers ‘Attitude’, an entry level premium skincare and cosmetics brand targeted at India youth. The product range has been developed keeping the needs of Indian consumers into consideration. 

Amway India is aggressively entering newer categories. Most notably, the company launched a Weight management program called ‘W.O.W.’ (Will over Weight) which has been really appreciated by the consumers in India. Amway India forayed into the consumer durables segment with the launch of a premium cookware range Amway Queen and has also added a promising range of products focused on the young adult to its portfolio such as the Energy Drink (XS) and Whey Protein (XS). Recently, Amway announced the launch of Nutrilite Traditional Herbs range developed specifically for the Indian consumers.

Amway’s manufacturing facility in India is located at Nilakottai in the Dindigul district of Tamil Nadu. This is Amway’s third manufacturing plant located outside of USA.