Fonterra sees opportunity in ageing bones

50 percent of bone fractures in the world will take place in Asia by 2050 and 70 percent of Asian women are at risk for osteoperosis, as a result of diet and lifestyle factors according to a new US$40 million study.

In an effort to map out a clearer picture of bone health in Asia and the Middle East, the International Osteoporosis AnleneFoundation, New Zealand’s Massey University and Fonterra (the New Zealand dairy company) has scanned around three million bones across Asia over the past three years on the Asian Bone Health Audit, and their results are clear.

Most Asians avoid the sun, preferring parasols and indoor malls to do their strolling. So they don’t get enough vital vitamin D from the sun. Other factors such as smoking and not eating vegetables also reduce calcium absorption and bone strength. Vitamin D supplements can help, and naturally Fonterra has its own product designed to counteract bone deterioration: Anlene, specifically marketed towards women 30 and above who are at greatest risk for osteoporosis. The folks at Fonterra have even come up with Anlene 4X, a “concentrated shot” of Anlene milk the size of a tetrapak box with four times the calcium in one dose.

Fonterra has a range of products to meet this need including Anlene (for women), Anmum (for expecting mothers) and probiotics (yogurts and “good bacteria” products) as part of the company’s drive of “using the power of consumer goods to make a positive difference.”

In the Philippines, one project Anlene sponsored a few years back, was a nutritional milk bus visiting barangays where they had clinicians diagnosing health and giving advice.