Thirumala launches fortified fresh toned milk to tackle Vitamin D and Calcium deficiencies

Bengaluru, 16thMay 2019: With an aim to elevate the nutrition quotient of the country,Thirumala Milk Products Pvt. Ltd., a division of Lactalis India, today announced the launch of ‘Champ Up’, a freshtoned milk variant fortified with Vitamin – D and extra Calcium specifically for children. Developed by a team of experts at Thirumala, this product has been curated to cater tothe daily nutritional needs of children and battle the issue of rising deficiency levels in the country.

Recent studies have shown that over 80 per centof school children across the country are Vitamin Ddeficient,which is animpediment to the physical and mental development of the future population.As children develop bone strength and bone density during their growing years, it is essential that they are provided with this micronutrient at the optimum levels. Enriched with Vitamin – D and additional Calcium, a pack of Champ Up helps meet more than 50 % of a child’s recommended daily intake of these nutrients.  180 mL serving of Champ Up equals one glass of milk which fulfills the recommended daily allowance (RDA) of your child’s nutrition with 40 % of Calcium, 23 % of Vitamin A and 13 % of Vitamin - D.

Commenting on the launch, Rahul Kumar, CEO, Lactalis India said “At Thirumala, we have always been dedicated to serving our consumers with a plethora of healthy and nutritious dairy products. With the launch of Champ Up, we extend our responsibility towards providing children of our country with the nourishment they require on a daily basis. Our R&D team has gone to great lengths to curate a product which would help fight the alarming rate of vitamin D and calcium deficiencies in the country among our younger population. Our primary goal with Champ Up is to provide every child with the adequate amount of Vitamin – D and Calciumfor strong bones and a healthy immune system, with just one glass of milk everyday.”

As an initiative to educate public on the importance of healthy lifestyle and diet, Thirumala has set up the Thirumala Nutrition Foundation. This virtual platform will serve as a depository of dairy nutrition. The board consists of accomplished medical practitioners and nutritionists who will be sharing their expertise to help Indiansfulfill the nutritional needs for their families.

Ms. Swati Kapoor, an independent nutritionist from the city who is also part ofThirumala Nutrition Foundation, stated “Vitamin D and Calcium go hand in hand when it comes to a child’s healthy physical and mental development. As Thirumala’s Champ Up is a fresh milk fortified with these two most important components, it will surely help your kid to meet their daily nutritional requirements in their day to day life.Moreover, it will protect them from any bone related health issues in later stages of their life.”

Champ Up is now available in 180 mL packets, priced at just Rs. 10/- across South India. 

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