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Food Fortification:

Food fortification is the addition of one or more essential nutrients to food, whether or not it is normally present in the food, for the purpose of preventing or correcting a demonstrated deficiency of one or more nutrients in the population.

Need for Food Fortification:

Micronutrient malnutrition in India is a serious health issue affecting all sections of the population, impacting physical and mental growth. India has a very high burden of micronutrient deficiencies caused by Vitamin A, Iodine, Iron and Folic Acid leading to Night Blindness, Goitre, Anaemia and various birth defects.

Fortification is a globally proven intervention to address the much prevent micronutrient deficiencies in the population. Since staples like (Wheat Flour, Rice, Salt, Oil and Milk) are consumed in fairly consistent and sufficiently large amounts by large sections of the populations, they act as ideal vehicles for food fortification for addressing key public health concerns like to night blindness, goitre, anaemia and various birth defects.

Advantage of Food Fortification:

• Food fortification is a proven, simple, scalable and cost-effective strategy to address micronutrient malnutrition.
• Fortified products help provide 30-50% of the recommended daily requirement of the micronutrient added, therefore they are healthier option than regular staples
• Food Fortification has a high benefit-to-cost ratio. The Copenhagen Consensus estimates that every 1 Rupee spent on fortification results in 9 Rupees in benefits to the economy.
• Improves the national economy by increasing productivity and decreasing healthcare expenditures.
• Since fortified staples does not require any changes in eating patterns or food habits of people. It is a socio-culturally acceptable way to deliver nutrients to people.
• Fortified staples are absolutely safe and have no side effects.
• There is no change in the appearance, taste, texture and flavour of fortified staples.
• Fortification has no impact on the self-life of a product. The vitamins and minerals have a self-life of their own although they do become less active over time.
• Fortified staples are meant for the entire household. All kind of people, across age, gender, regions, social and economic classes require micronutrients on a daily basis. It is a matter of choosing a healthier option for the whole family.

Identity for Fortified Foods:

A logo (+F logo) has been notified for the fortified products. Look for +F logo on the label to identify a fortified product. The +F logo on the packets of fortified staple endorses fortification and quality.

Cost of Fortification:

Incremental cost of fortification is relatively low and hence not much change in price is seen. The fortified products have additional benefits.

Advantages for Retailers for Selling Fortified Products:

• A unique opportunity to promote public health.
• A chance to be a proactive responsible retailer and be a concept promoter by providing healthier options to consumers.
• Giving back to the local community always enhances the image of the business.

Recommendations for Retailers:

Dedicated Racks/ Sections for fortified food

• Provides more visibility to the product category
• Helpful in creating trail and repeat purchases and those all-important impulse sales

Promotion of +F logo Retailers’ Website

• Promote +F logo on their website and display massage around fortification as a banner on retailers’ homepage

Premises Branding: Danglers, Posters, Banners, Standees etc.

• To attract shopper’s attention
• Standees, posters or banners out side the store is a good way to help attract new people that have never seen fortified staples or have not yet bought them.

Design a campaign to announce Retail Day for promotion of Fortified Foods

• Structure a Flash Sale day or something to encourage sale of Fortified Foods

For more information, please Chat with us Ask The Expert.