Amway Rolls out Protein 4 Children Campaign

Amway India, the country’s largest FMCG direct selling company, has now come up with 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 percent of Indian diets being deficient in protein. Another article published in the Journal of Family Medicine and Primary Care reveals that around 50 percent of children in India are protein deficient. The ‘Protein 4 Children’ campaign by Amway is focused on the fact that the protein requirement of children almost doubles up between the age group of 5 to 12 years. This is to support vital growth and the requirement increases further when they reach adolescence age.

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’. Amway is also launching a series of initiatives to support and educate Amway direct sellers and preferred customers across India on the need of protein supplementation amongst children. Amway has also come up with a Protein Calculator app that helps in assessing approximate protein intake, making it easier to identify the gaps, if any. The company has simultaneously introduced a series of trivia - ‘Did you know’ with interesting factoids on social media, aims at improving knowledge on the need for protein amongst children. Besides, Amway has created fun and tasty recipes, in association with leading nutritionists that can be easily prepared using Nutrilite All Plant Protein Powder.

Sundip Shah, Chief Marketing Officer, Amway India, said that the campaign is based on the findings presented by Journal of Family Medicine and Primary Care that nearly 50 percent children in India suffer from protein deficiency and ironically mothers, who bear the prime responsibility of nutrition and health of children, are targeted for this. With this campaign, the company aims at reinforcing the importance of protein for children in their growth years. If sufficient protein is not available from the regular diet then supplementation has to be considered.

Ajay Khanna, Category Head – Nutrition & Wellness, Amway India, said that 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. An appropriate protein intake is crucial for organ function, muscle repair, and a healthy immune system. According to ICMR study, protein requirement doubles in the age group of 5 to 12 years. However, the reality is that nearly 50 percent of children are protein deficient. As a brand that believes in extending good health and wellness to all, these statistics are alarming.

The company is aware that children are picky about their food choices, thus ensuring proper intake of nutrition becomes a huge challenge for mothers. Amway’s 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. Nutrilite All Plant Protein can be mixed with anything as it has a neutral taste. At Amway, we believe in maintaining good health. It is expected that 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, he said.