CHINA – Swiss manufacturing conglomerate, Nestlé has launched Yiyang Active Milk- a functional milk product for ageing adults consisting of ingredients to support bone health, muscle strength and joint functionality.
The product which was launched in China by the Swiss food group comes at a time when consumers globally are becoming increasingly concerned about healthy ageing.
It is this concern that makes Matthew Incles, market intelligence manager at Leatherhead, to be confident that opportunities exist in the development of functional food and beverage products for ageing consumers.
Incles notes that Asia particularly presents greater opportunities for growth given that the continent has a surging population of people that is over 60 years.
The Market intelligence manager further notes that unlike Europe or North America, consumers in Asia have a strong desire to buy into the functional food sector.
He further notes that these consumers have increased levels of disposable income to spend ; which to him is a major market stimulant.
According to a statement by Nestlé, the powdered beverage has been clinically proven to enhance mobility during aging, and it is the first Nestlé product with functional food approval in China.
“This approval is a recognition of the scientific work done by our teams over a long time period,” says Catherine Macé, deputy head of the Nestlé Institute of Health Sciences.
The product was developed by Nestlé R&D and clinically tested in a collaboration between Nestlé and the Peking University Third Hospital.
According to Marie Noëlle Horcajada, the Nestlé scientist who led the study, “The results of the clinical study showed that the product in combination with tailored physical activity led to a significant increase in mobility of Chinese seniors with joint discomfort and thus improved their quality of life.”
Following its successful launch in China, Nestlé is now looking beyond the world’s second largest market and hopes to launch the same product in other markets soon.
“We are looking to expand our offering across our portfolio in China and beyond to provide nutritious, great-tasting products with targeted health benefits,” adds Mayank Trivedi, head of Nestlé’s Dairy Strategic Business Unit.
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