Milking the benefits

In Pakistan, loose milk accounts for 93% of milk purchased. Most milk consumed is taken in tea and daily milk consumption is well below recommended dietary requirements. Consumers, particularly women, are unaware of the health benefits of milk, exposing them to a real risk of calcium and vitamin deficiency and osteoporosis in later life.

To begin turning this situation around, in November 2006, Tetra Pak Pakistan launched its Women Awareness Campaign in Karachi aiming to create understanding amongst women of the importance of milk in their daily diet. The program comprises a series of seminars conducted by an independent nutritionist and is supported by some of Pakistan’s major milk marketers: Nestlé Pakistan, Engro Foods and Shakarganj Foods.

Directed at professional, educated women aged 18+, the Women Awareness Campaign relays valuable health information through short seminars incorporating a presentation and Q&A session. Participants also have the opportunity to taste and take away products, such as Nestlé’s High Calcium Low Fat milk brand, Nesvita. Sample products are packaged in Tetra Brik Aseptic 1 litre Slim and Tetra Brik Aseptic 200ml Slim.

To reach the target group the seminars are held at locations such as universities, business and community centres.

Conversion of a trend

Post-seminar surveys show encouraging results. Around 20% of women who did not consume milk on a daily basis now do so and have converted from loose to packaged milk. Positive feedback demonstrates appreciation for the initiative.

“This awareness program by Tetra Pak has been an eye opener,” says seminar participant, Rabia Kazmi. “Most women do not realise the importance of milk consumption. This is a step in the right direction as far as promoting milk consumption and women’s health is concerned.“

For more information please contact:  Amber Rahman, Tetra Pak Pakistan