1.The type of Iron salt used
Salt used: Ferrous Fumerate
Rationale: Technically iron is the most challenging micronutrient to add to foods, because the iron compounds that have the best bioavailability tend to be those that interact most strongly with food constituents to produce undesirable organoleptic changes. While selecting the iron compound as food fortificant, our objective was
- To find the one that has greatest bioavailability i.e. highest relative bioavailability(RBV) compared with ferrous sulphate
- Yet at the same time does not cause unacceptable changes in the sensory properties (i.e. color,taste,texture) of the biscuits
- Cost control as ferrous fumerate is more expensive (per mg iron) than ferrous sulphate & the product is designed for the low socio economic status
Recognizing that water soluble compounds like ferrous sulphate has the highest bioavailability but adverse effects on organoleptic properties, Britannia R&D team made several trials with iron compound that is soluble in gastric acids & poorly water soluble, ferrous fumerate which has the advantage of causing fewer sensory problems in foods than the water soluble compound
After several trials, ferrous fumerate was chosen for the biscuit fortification because it is equally bioavailable as ferrous sulphate & has been successfully used to fortify wheat flour in Central America. Since biscuits contain wheat as a major component, using ferrous fumerate was the most logical choice
Considering relative bioavailability of ferrous fumerate being 100 and organoleptic advantage in biscuit form, we had finally chosen this compound despite double cost per mg of iron when compared to ferrous sulphate
2.Details showing specific groups that are being targeting with Britannia product
Given that Iron deficiency affects 70% of Indian population & 60%of India’s children (2007 Data) which impacts their physical health, immunity, concentration, memory and learning ability. Britannia has innovated successfully to address malnutrition in children in India through food fortification. Britannia products are universal in appeal and the entire family gets targeted with the fortification initiatives. The iron fortified biscuits are also supplied in the mid-day meal program for the undernourished children in Hyderabad
With our commitment to fight micronutrient malnutrition, what followed was the market extension of almost 55% of Britannia commercial line products with micronutrient fortification including other biscuit brands targeted towards children i.e. Milk Bikis, Tiger Glucose, Tiger Banana & the staples like Bread
Besides widespread reach with fortified products, we also targeted children & their families on iron education through mass media
3.Evidence that Britannia products will actually reach vulnerable populations
Britannia has a reach to 90 million households with two brands specially focused towards children, Tiger and Milk Bikis.In other words Britannia has reach to 40% of Indian Households (220 mio)
With the average family size of 5.3 in rural as well as urban markets & assuming 2 kids between 3 to 12 years/family, our reach is large i.e. 180 million children in India. We find that awareness campaigns of Iron Zor (education about iron) are increasing significantly. Our initiatives have led to 56% awareness amongst people surveyed in a regular 3rd party track as they are aware of Iron Zor (education about iron) through popular story telling media
4. information on Tiger Glucose product
With the success of special iron fortified biscuits for mid-day meal program in Hyderabad, Britannia went ahead to fortify with Iron its largest power brand Tiger in April 2008. The Tiger brand sells close to 3.5 Billion units annually. Additionally, Britannia is also investing in a big way to communicate & educate “Iron Zor” (education about iron) through mass media along with school nutrition programs. These spends are approximately 1.5 million USD in last twelve months
