GlaxoSmithKline(GSK) Consumer Healthcare, a leading global science-led
healthcare company that aims to help Malaysians do more, feel better and live
longer, today introduced the Hari-Hari Horlicks Breakfast Campaign. The campaign aims to
educate 1.5 million people from all walks of life on the importance of a nourishing
breakfast with the complete range of multi-vitamins, minerals and
micronutrients so that they start the day right.
The campaign targets to address poor eating patterns among
Malaysians, especially school children, in Kuala Lumpur. Three in 10 primary
school children in Peninsular Malaysia skip breakfast and it is reported to be the most missed meal among Malaysian children. A study conducted by the School of Healthcare Sciences of Universiti Kebangsaan
Malaysia (UKM) revealed that only 22 percent of school children in Kuala Lumpur
consume breakfast on a regular basis, with the common choices of breakfast
being bread, biscuits and ready-to-eat-cereals.
Further findings indicate that there are a significant number of
school children who are not getting enough nutrition with 13.2% being
underweight and 15.8% showing stunted growth.
This is due in large part to poor dietary habits in addition to skipping
breakfast, such as the frequent consumption of snacks and fast food and the low
consumption of fruits and vegetables. This in turn leads to deficiencies in essential micronutrients and to “hidden
hunger.” Unlike the hunger that is caused by food deprivation, hidden hunger is
a chronic
lack of vitamins and minerals that often has no visible warning signs. Those
who suffer from hidden hunger may not be aware of it and the consequences are
detrimental as it leads to poor mental development, poor physical health and
productivity.
In response to this situation, the Hari-Hari Horlicks Breakfast
Campaign intends to educate Malaysians
to make the right choices in the morning with a nutritious breakfast so
that they get the nourishment they need for a productive day ahead. Breakfast
is often underestimated by many despite earning the title as the most important
meal of the day. It is possible that many families make poor nutrition
choices due to their demanding lifestyles.
A Strong Nutrition Legacy
GSK Marketing Director, Katharine Chen
Chen continued, “It is apt that Horlicks – The Growth Nourisher - takes on this role today, having been borne out of a strong legacy of nutrition, since 1873. Backed by the brand’s compelling scientific credentials, Malaysians have enjoyed this rich malted drink for over 50 years. Just two serves of Horlicks contains 115% of the daily Reference Nutrient Intake (RNI) of Calcium and provides an important nutritional start to your day when consumed at breakfast.”
Ensure the Right Nutrition at Breakfast
It is not only important to take breakfast regularly but also to consume
healthy breakfasts. While the average Malaysian loves his or her breakfast of
roti canai, nasi lemak, curry mee and kueh, the nutritional benefits from these
types of food do not meet the daily nutrition requirements needed by the body.
Horlicks complements the nutritional value needed as it is fortified with
calcium and Vitamin D and power packed with 23 vital nutrients which are
crucial for growth and development.
Nutritionist, Alexandra Prabaharan. Prabaharan cooking demo during Horlicks® Breakfast Media Launch Event
Horlicks aims to shape consumer perception that a healthy breakfast can be
tasty and nutritious, and important to promote performance and concentration
through the day. The campaign launch event included a discussion on the
benefits of a nutritious breakfast and the actual nutrition that most
Malaysians consume in the morning. There was a cooking demonstration of
healthier Malaysian breakfast options by guest nutritionist, Alexandra
Prabaharan. Prabaharan showed how nasi lemak and sandwiches can be made
delicious and nutritious with just a few changes to the ingredients.
“Simple changes in our ingredients and eating habits can make a world of
difference to our breakfasts. Baking instead of frying, cutting down on
carbohydrates and sugar can ensure that we have a more nutritious breakfast in
the morning. For example a simple egg sandwich and a cup of Horlicks will
provide better nutrition for you and your little one compared to a packet of
nasi lemak or meehoon,” said Prabaharan during the cooking demonstration.
As part of the campaign, the Horlicks Breakfast
Truck will be visiting 109 schools and 66 public venues and hotspots
around the Klang Valley to raise awareness of good breakfast nutrition
and to provide complimentary cups of Horlicks to schoolchildren and
members of the public, so that they start their day right.
In support
of the campaign, the public can share their Horlicks Breakfast
Truck’s moments, favourite breakfast, and innovative breakfast ideas by posting
pictures on their social media platform using the hashtag #HariHariHorlicks.
The top five entries with the most creative caption and picture will receive 12
packs of Horlicks each. The mini contests run from 23 March to 30 April 2015.
Other activities by Horlicks to promote the cause
Horlicks also recently launched a corporate social responsibility
programme called the Horlicks School Journey Initiative to help
address children’s lack of access to education in Malaysia. For more
information on this initiative, please visit http://www.horlicks.com.my/schooljourneyinitiative.
For more information on Horlicks, please visit http://www.horlicks.com.my/my or https://www.facebook.com/HorlicksMalaysia
or call the GSK consumer hotline at 1-800-88-3225 or email ml.customer-relations@gsk.com.
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