Reach for Optimal Growth Potential With the ALL-NEW DUTCH LADY MaxGro

Malnutrition remains a huge challenge in Malaysian society. According to the National Health and Morbidity Survey 2019 (NHMS 2019) released by the Ministry of Health Malaysia, the prevalence of stunting and underweight in children under 5 years of age in Malaysia has increased from 17.7% in 2015 to 21.9% in 2019². In ensuring our future generations have sufficient nutrition, DUTCH LADY Milk Industries Berhad (DLMI), Malaysia’s leading dairy company, launched its first milk-based formula dietary food DUTCH LADY MaxGro. DUTCH LADY also unveiled a new campaign to complement the launch of its latest innovation. Photo Credit: DUTCH LADY SMART MOMENTS Themed as 'Cita-Cita Tinggi Mampu Dimiliki', the campaign aims to raise awareness on Malaysian children’s nutritional needs and promote regular height tracking among parents to ensure their ambitions to grow taller and healthier are achieved – thus, meeting their optimal growth potential. Specially formulated to provide children with 80% of the recommended nutrient intake⁴ (Malaysia RNI 2017), DUTCH LADY MaxGro is suitable for children aged from 1 to 9 years old and it is packed with essential nutrients to help them meet the requirements of a well-balanced and complete diet. This latest innovation by DUTCH LADY contains 9 Essential Amino Acids (9EAA) – which are the building blocks in protein for bones and muscle growth, docosahexaenoic acid (DHA), calcium for strong bones, and Vitamin D for aiding better calcium absorption. Other nutrients that can be found in DUTCH LADY MaxGro include iron, magnesium, phosphorus, zinc, Vitamin A, E, K1, B1, B2, B3, B6, B12, and C to help support children’s optimal growth and development. “The DUTCH LADY brand has been building strong families for more than 50 years, and we want to fulfill our purpose of nourishing Malaysians by introducing nutritious dairy products to them,” said Tarang Gupta, Managing Director, DLMI. “And to keep up with the everyday needs of Malaysians, we strive to formulate a new offering that tastes great and at the same time, bring the best value to our consumers. Our latest milk offering: DUTCH LADY MaxGro, is a testament to our ambition to help Malaysian children embark on their journey to proper nutrition for a healthier and better future,” he added. Malaysia's leading dairy company, DUTCH LADY, further dialed up the ante by introducing MaxGro Growth Tracker App; a growth tracking tool that helps parents to keep track of their children’s development and growth progress during their virtual launch. Aside from tracking a child’s physical growth, the application also allows parents to monitor their cognitive growth, check their immunisation schedule, update their teething log, and many more. The MaxGro Growth Tracker App was developed for parents to help their children reach their ambitions to grow taller and healthier with ease, and is available on Google Play for FREE! Zatur Hassim, Marketing Director, Specialised Nutrition, DUTCH LADY, highlighted that the key findings from frequent surveys done on Malaysian mothers help us understand their concerns about their children’s growth. “Based on our observations, apart from seeking milk offerings that can provide complete nutritional support for their children’s growth, Malaysian mothers also looked for convenient ways to keep track of their children’s growth progress." This is why DUTCH LADY takes this proactive role in developing a growth tracking tool – to make it more accessible to all parents in Malaysia. "Echoing the aim of our campaign, we wanted to amplify the message of 'Cita-Cita Tinggi, Mampu Dimiliki' – which translates to achieving children's ambitions to grow taller,” she added. Tested by a line-up of real Malaysian mothers: 99%⁵ would recommend DUTCH LADY MaxGro to their friends and families. The taste and suitability of the all-new product has also garnered positive feedback from their little ones: 96%⁵ agreed their child loves the taste of DUTCH LADY MaxGro. 98%⁵ agreed after drinking DUTCH LADY MaxGro, their child has no digestion issues. The survey was done in collaboration with the Home Tester Club in Malaysia. Also present at the virtual launch event was Dr. Azam Mohd. Nor, Consultant Pediatrician from Pantai Hospital Kuala Lumpur. According to Dr. Azam, height is a key indicator of a child’s health, and poor nutrition is a pervasive issue in Malaysia. One of the best ways to address malnutrition is through consumption of nutrient-dense milk and for parents to consistently measure their children’s height and growth to ensure that they are growing healthily. Find out more at DUTCH LADY official website, Facebook, and Instagram. About DUTCH LADY Milk Industries Berhad Incorporated in 1963, DUTCH LADY Milk Industries Berhad (DLMI) is a leading dairy company in Malaysia. It is owned by one of the largest dairy cooperative companies in the world: Royal FrieslandCampina NV; a Dutch multinational dairy company. DUTCH LADY Malaysia was the first milk company to be listed on Bursa Malaysia in 1968, and the first to introduce Formulated Milk Powder for children in Malaysia in 1988. DUTCH LADY Milk Industries Berhad, awarded as the 'Company of the Year 2014' by The Edge Billion Ringgit Club, manufactures and sells a wide range of quality dairy products for the home and export market, with all products enjoying a strong following in brands like Dutch Lady and Friso Gold. Through a unique collaboration between FrieslandCampina and 4 international research teams/universities, we initiated the South East Asian Nutrition Surveys (SEANUTS) study in 2009; involving 4 countries – Malaysia, Indonesia, Vietnam, and Thailand. SEANUTS is the largest and most extensive nutrition and health study ever done in South-East Asia, wherein 16,744 children of up to 12 years old were surveyed over a 4-year period. More information can be found at www.dutchlady.com.my. References: Excerpt from Kantar Report on the Growing Up Milk Powder 1+ in Peninsular Malaysia from 30th December 2019 to 3rd January 2021, provided as a part of the Kantar BB Panel Service National Health and Morbidity Survey 2019: Report NHMS2019-NCD_v2.pdf (moh.gov.my) Nutritional status and dietary intakes of children aged 6 months to 12 years: findings of the Nutrition Survey of Malaysian Children (SEANUTS Malaysia) https://pdfs.semanticscholar.org/05bb/4de1e68096ef84fcac60083a57b5ad6867cb.pdf?_ga2.115456070.1595186782.1606355175-1976471054.1606355175 80% of Daily Nutrients: Meeting At Least 80% Of Malaysia Recommended Daily Nutrient Intake (Malaysia RNI 2017) For Selected Nutrients Such As Calcium, Phosphorus, Iron, Magnesium, Zinc, Vitamin A, D3, E, K1, B1, B2, B3, B6, B12 and C Survey conducted by Home Tester Club between 11/12/2020 and 19/01/2021, 252 members have received and home tested DUTCH LADY MaxGro for 2 weeks

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