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F&N Launches "Jom Sihat, Kekal Cergas" Campaign to Promote Healthier Lifestyles Among Malaysians

Fraser & Neave Holdings Bhd (F&NHB), in collaboration with Mydin, proudly launched its "Jom Sihat, Kekal Cergas" campaign to inspire Malaysians to make healthier lifestyle choices.

Held in the spirit of Malaysia Day, the "Jom Sihat, Kekal Cergas" campaign kicked off on 13 September with a four-day roadshow at Mydin USJ to highlight the importance of leading a balanced lifestyle and to educate consumers on how to make healthier food choices.

The 2023 National Health and Morbidity Survey shows that nearly 2.3 million Malaysian adults have three or more non-communicable diseases (NCDs), while over 1 million Malaysians currently suffer from depression, underscoring the need for a holistic approach to wellness.

As a part of its commitment to promote health and wellness among Malaysians, F&N’s "Jom Sihat, Kekal Cergas" campaign showcases healthful products that carry the Healthier Choice Logo, reflecting the Company’s dedication to meet stringent nutrient criteria – with lowered sugar, sodium and fat levels while enhancing beneficial ingredients like protein and vitamins in line with its “Pure Enjoyment, Pure Goodness” philosophy and guided by its Nutrition Charter, F&N is proud to showcase its diverse range of products that enables consumers to make informed, healthier food choices without compromising on taste. The range includes isotonic drinks, teas, Asian beverages and dairy products.

The launch featured a sharing session from F&N Beverages Marketing Sdn Bhd Marketing Director Leong Wai Yin, Dr Nur Aqilah Amalina Jaafar, Senior Lecturer, Department of Resource Management And Consumer Studies, Faculty of Human Ecology at Universiti Putra Malaysia and Dr Amanda Elli, Medical Officer and HCP KOL.

Dr Nur Aqilah Amalina Jaafar, Senior Lecturer, Department of Resource Management and Consumer Studies, Faculty of Human Ecology at Universiti Putra Malaysia, who conducts a lot of research on community nutrition, emphasises the importance of eating healthier through increasing food labelling literacy. “Nutrition plays a critical role in a healthy lifestyle, and making smarter choices in one's diet can have a significant impact on the lives of Malaysians. With the presence of products on the market that have the Healthier Choice logo as also displayed on the F&N product range, consumers can now make healthier food choices based on the information on the label. Even small adjustments in our daily food and beverage choices can lead to significant long-term health benefits".

Echoing Dr Nur Aqilah, Medical Officer and HCP KOL, Dr Amanda Elli stresses the significance of the Healthier Choice Logo by the Ministry of Health Malaysia and how it helps consumers make

better choices. “The Healthier Choice Logo signifies that a product meets specific nutritional criteria set by the Ministry of Health. By choosing products with this label, such as F&N’s beverages, consumers are making informed decisions that contribute to their overall health. Maintaining a balanced diet, staying physically active and managing mental health are all key components of well-being,” she said.

Leong Wai Yin, Marketing Director, F&N Beverages Marketing Sdn Bhd, expressed the company's commitment, by saying "The Jom Sihat, Kekal Cergas campaign reflects F&N’s commitment to address Malaysia’s health challenges by offering great-tasting beverages that meet consumers' nutritional needs. We are proud to offer our range of delicious and healthier products that align with our Nutrition Charter and meet the stringent standards of the Healthier Choice Logo. Partnering with Mydin makes these healthier choices more accessible, encouraging Malaysians to lead more active and balanced lives”.

The roadshow featured interactive product stations showcasing F&N brands, including F&N Magnolia, 100PLUS, F&N SEASONS and OYOSHI Green Tea. Each station showcased the nutritional benefits of these products alongside themed activities that promote physical and mental well-being for a fully immersive and fun experience for participants.

F&N’s Ongoing Commitment to Developing Healthy Products

Since 2004, F&N has reduced its sugar index by 51% and is committed to ensuring that by 2025, 67% of its ready-to-drink beverages and dairy products comply with Malaysia’s nutritional guidelines. This aligns with the Ministry of Health’s Healthier Choice Logo standards, a part of the National Plan of Action for Nutrition of Malaysia (NPANM) III (2016-2025). F&N continues to innovate by incorporating health-enhancing ingredients like vitamins and minerals into its products.

F&N has also introduced its zero-sugar range of products, substituted with alternative sweeteners like sucralose, a healthier option. Leong Wai Yin also added, “We are particularly proud of our Zero Sugar initiative, which offers yet another beverage option to those who wish to reduce sugar intake without compromising on taste.



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