Danone, a global food and beverage company, today announced its strategic collaboration with the Ministry of Women, Family and Community Development (KPWKM) to combat Iron Deficiency Anaemia (IDA) among Malaysian children. Launched by YB Dato’ Sri Hajah Nancy Shukri, Minister of Women, Family and Community Development, at IWK Eco Park Pantai Dalam, this marks a significant step in addressing the critical health concern highlighted by the Iron Strong Study, which reveals that 1 in 3 Malaysian children are at risk of anaemia.

YB Dato’ Sri Hajah Nancy Shukri, Minister of Women, Family and Community Development, said, “This collaboration marks a significant step forward in our mission to enhance children’s well-being and health in Malaysia. We warmly welcome Danone’s proactive approach and applaud their commitment to combating Iron Deficiency Anaemia among our children through the Dugro Iron Strong Generation movement. By joining forces, we can reach more children and ensure they receive the necessary screenings and care to lead healthy, fulfilling lives.”

This collaboration themed “Empower Your Child’s Future – Screen, Prevent and Thrive is built on Danone’s ongoing Generation of Iron Strong campaigns. It represents a significant milestone in public-private partnership to address pressing health issues in Malaysia. It exemplifies the government’s commitment to fostering innovative collaboration that can make a real difference in the lives of Malaysian children. By combining the resources and expertise of both sectors, this initiative aims to leave a lasting impact on children’s health nationwide.

“At Danone Malaysia, our commitment to improving child health is driven by innovation and education,” said Koh Kok Meng, Country Manager at Danone Malaysia & Singapore. “This collaboration with the Ministry of Women, Family and Community Development reflects our commitment to creating meaningful, positive change in the lives of children and their families. Together, we aim to raise awareness, enhance early detection, and provide the necessary support to combat IDA, ensuring a healthier future for our nation’s children.”

The initiative aligns seamlessly with the Government’s Health White Paper, which focuses on transforming healthcare service, advancing health promotion and disease prevention, ensuring affordable care and strengthening the health system’s governance.

Strengthening Detection and Intervention for IDA

Professor Dr Muhammad Yazid Jalaludin, Professor and Senior Consultant Paediatric Endocrinologist, Faculty of Medicine, Universiti Malaya said, “Last year, we highlighted the alarming prevalence of anaemia among Malaysian children with the Iron Strong Study. This year, the focus is driving awareness around early detection and intervention. Many parents are unaware their child may have anemia because the condition often doesn’t show specific symptoms and access to screening is limited. Not catching this deficiency can seriously affect a child’s growth and might cause irreversible impacts on their brain development and future learning abilities.”

Professor Dr Muhammad Yazid is also leading a group of maternal and child health experts from Thailand, Laos, Myanmar, Cambodia, and India with various specializations to develop an expert consensus to raise awareness and provide recommendations for screening and managing children at risk of IDA. The consensus also highlights preventive measures against IDA in children.

“This consensus underscores the critical importance of early intervention through screening,” Professor Yazid added. “Experts across Southeast Asia and India agree that early detection of anemia is crucial to reducing related health consequences in children. This regional agreement provides a strong foundation for expanding screening efforts not just in Malaysia but potentially across the region.”

The panel of experts advocates for annual non-invasive anemia screening for all children aged 1-5. This strategic approach aims to improve the early detection and management of iron deficiency anaemia (IDA). Additionally, the consensus emphasizes the importance of nutritional intervention, particularly the fortification of food and milk, as research shows these measures play a key role in combating anaemia and iron deficiency. The inclusion of vitamin C and prebiotics is also recommended to boost iron absorption.

The consensus also highlights the importance of educating parents and caregivers about IDA risks and prevention, helping to reduce the risk of IDA in all children.

Innovative and Holistic Approach to Screening and Prevention

To make the screening more accessible and stress-free, Danone is introducing an innovative, non-invasive approach to anaemia screening. Traditionally, anaemia screening has been invasive, deterring parents from testing their children. This innovative technology allows for painless detection of the risk of anaemia. The goal is to encourage more parents to participate in the screening, ensuring early detection and intervention.

In addition to the physical screenings, Danone Malaysia introduced a publicly accessible Iron Strong Screening Questionnaire. This online self-assessment tool, developed in collaboration with a panel of paediatric and nutrition experts, helps parents assess their child’s iron needs based on age and dietary habits. The tool also provides guidance on incorporating iron-rich foods into a child’s diet.

“At Danone, we believe in a holistic approach to tackling iron deficiency anaemia in children,” said Kok Meng. “Our strategy combines awareness, education and innovative nutrition solutions to address this critical health issue in children”.

Danone Malaysia’s comprehensive strategy includes:

• Development of Dugro with Iron Active, an innovative fortified growing-up milk formula. This product is formulated with a unique blend of iron and vitamin C that aids in 3X absorption*, along with DHA and 21 essential vitamins and minerals. *With an optimal ratio of Vitamin C to Iron between 3 and 4, within the range recommended by WHO to enhance Iron absorption.
• A nationwide anaemia screening in registered nurseries or daycares registered with the Department of Social Welfare Malaysia,
• The Dugro Generasi Kuat Zat Besi roadshow offers parents and caregivers a free non-invasive anemia screening and nutritional consultations.

Through these holistic efforts, Danone Malaysia aims to significantly reduce the prevalence of iron deficiency anaemia among Malaysian children. It hopes to map anaemia screening as a national agenda for all children, aligning with the company’s mission of bringing health through food to as many people as possible.

For more information about the Dugro Generasi Kuat Zat Besi Roadshow and the Iron Strong Questionnaires, please visit www.dugro.com.my