HUL launches ‘Brooke Bond Sehatmand’ vitamins tea
16 Jan 2010
Hindustan Unilever Ltd has launched Brooke Bond Sehatmand, a tea with vitamins, in the heavy tea-consuming states - Uttar Pradesh, Madhya Pradesh, Bihar, Jharkhand and Chhattisgarh, the launch of which is being backied by an intensive on-ground campaign.
The company says hat it used a "breakthrough coating technology" to coat Sehatmand with vitamins that help combat micro nutrient deficiency turn provide affordable option to better health for families.
This launch comes in the face of critical challenges that India faces, in eradicating micronutrient deficiency. India has over 200 million undernourished people, the largest in any one country. More than 1/3rd of men and women suffer from chronic nutritional deficiencies. Brooke Bond Sehatmand is a step forward in providing the masses a means to better health.
Accordingto Shrijeet Mishra, executive director, foods, Hindustan Unilever Limited while consumers in these states may not always be able to afford a nutritious diet, they do have their daily cup of tea.
"This is where Brooke Bond Sehatmand fits in – it gives 50 per cent RDA of important B vitamins through three cups of tea," Mishra said.
HUL is backing the marketing with an intensive on ground campaign called Sehatmand Parivaar–Sehatmand Bharat led by major NGOs and civil society groups in the five states.
It hopes to convert its drive to raise consumpttion of the brand into an abhiyaan or a participatory movement by motivating consumers to combat micro nutrient deficiency through education on health and nutrition.
The company said in a statement, "Under the aegis of Brooke Bond Sehatmand, this abhiyaan seeks to bring together NGOs, gram panchayats and various governmental and non-governmental bodies to educate people on the importance and sources of nutrition, health and vitamins across villages."
