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Coca- Cola's Vintigo designed to tackle micronutrient deficiency
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Thursday, 22 January, 2009, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Vintigo, a micro-nutrient fortified orange flavoured beverage, has been recently launched by Coca-Cola, jointly with Bharat Integrated Social Welfare Agency (BISWA), a leading NGO and a micro finance institution.
As per the company's release, Vintigo is the first product of its kind developed to tackle the issue of micronutrient deficiency head on. Micronutrient deficiencies can impair cognitive development, lower resistance to disease in children and adults and increase risks for both mothers and infants during childbirth.
The project also involves educating communities and providing affordable alternatives to alleviate micronutrient malnutrition (MNM) in Orissa.
K C Malick, chairman, BISWA said, "We are pleased to partner with Coca-Cola India for the launch of Vitingo, a fortified refreshing beverage which is one initiative that can help address the issue of micronutrient malnutrition."
Slated to be launched as a pilot project in February, Vintigo aims at establishing scalable selling and distribution model and also generate substantial income. The project will initially involve 30 self-help groups.
"We are excited to partner BISWA in the launch of Vitingo as this partnership takes us closer to accomplish the Millennium Development Goals which has been envisioned in a global manner, through nutritional beverage solutions," said Shourov Mukherjee, director- strategic initiatives, Coca-Cola India.
As part of the partnership Coca-Cola India and BISWA will also build awareness on "Hidden Hunger" prevalent in India. The partners claim to reach out to nearly one million women and children by 2010 to educate them on micronutrient malnutrition.
"At Coca-Cola India, it has always been our effort to ensure the sustainability of our communities and make a difference to their lives and this initiative is a step further in that direction. This is a one of its kind NGO-Corporate collaboration to reach to the pockets identified as under-serviced. We intend to cover 500 self help groups by June 2009," added Shourov Mukherjee, director- strategic initiatives, Coca-Cola India.
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