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

• With Vitamin D and extra calcium, Thirumala’s Champ Up promises strong and healthy bones in growing children.
• Over 80 percent of school children across the country are Vitamin D deficient.

Chennai, 14^thMay 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.

 

(L-R) Dr.Preethi Raj, Nutritionist, Rahul Kumar, CEO, Lactalis India, Christopher Jouin, CEO, Thirumala Milk Products, Sandipan Ghosh, Marketing Director, Lactalis India

Recent studies have shown that over 80 per centof school children across the country are Vitamin D deficient, which is an impediment 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 Calcium for strong bones and a healthy immune system, with just one glass of milk everyday.”

As part of the launch, Thirumala also brought health experts from the city on one platform to drive awareness about the deficiencies of vitamin – D and calcium prevailing in children and how it’s affecting their overall health. The panel also discussed the importance of nutrient rich diets for children during their growing years in order to secure their health for adulthood. 

Dr. Preethi Raj, an eminent nutritionist from the city, stated “As the prevalence of Vitamin D deficiency among children in India is alarmingly high, fortification of food has become essential to provide the missing micronutrients in our every day diet. Thirumala’s Champ Up fortified with Vitamin D and extra Calcium helps your child to fulfill their daily nutritional requirements. Consuming 2 servings of Champ Up in a day will meet80% RDA of Calcium, 81% RDA of protein, 27% RDA of Vitamin D.”

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 Indians fulfill the nutritional needs for their families.

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

About Thirumala Milk Products Pvt. Ltd.:

Established in 1996, Thirumala Milk Products Pvt. Ltd. is one of the leading dairy players with a strong presence in South India and Mumbai. With a varied portfolio of dairy products such as Milk, Curd, Buttermilk, Lassi, Ghee, Ice cream, Paneer and Butter, Thirumala caters to the nutritious needs of every family member, young and old. With a dedicated R&D team, backed up with modern and scientific technologies, Thirumala is constantly developing products to cater the needs of their consumers. ‘Source of Purity’ as their slogan, Thirumala strives to provide its customers with wholesome and best quality products.

About Lactalis India:

Lactalis is the largest dairy group in the world with a presence in more than 140 countries. With a turnover of above 20 billion Euros, Lactalis consists of global brands such as President, Lactel& Galbani. With the acquisition of leading dairy brands such as Thirumala in 2014 and Anik in 2016, Lactalis entered Indian market and now has a Pan India presence. With 10 functional dairy plants across the country, Lactalis India handles about 1.5 million litres of milk everyday with a turnover of 350 million Euros every year.