Fonterra launches popular new maternal nutritional programme in Hong Kong

Fonterra has launched a unique nutrition programme for pregnant women in Hong Kong, developing a website endorsed by professional dieticians to give women access to healthy, nutritious at-home dining recipes and tips for eating well when dining out during pregnancy.

The programme, called ‘Anmum You & B’, also offers access to fine dining seminars where pregnant women can receive personalised food and nutrition advice from certified dieticians.

The programme’s introductory video was viewed more than 1.5 million times in one week – accounting for more than half of the 3.5 million females living in Hong Kong. 

“‘Anmum You & B’ accounts for the unique Hong Kong lifestyle, where dining out is much more common than in markets like New Zealand. A recent survey from Hong Kong’s Polytechnic University revealed that 65 per cent of Hong Kong residents between 15 and 59 eat out four or more days a week. A comparable study by the Restaurant Association of New Zealand revealed that New Zealanders are much more likely to stay at home – with just 32 per cent eating out at least once a week,” said Brucemond Chan, Associate Marketing Director for Fonterra Hong Kong.

Fonterra has been driving a refreshed consumer brand strategy in Hong Kong over the past 12 months.

“As part of our focus on engaging more closely with Hong Kong consumers we relaunched the Anmum PregnaPro brand in February 2016 and we are now firmly positioned as the leading maternal nutrition brand in Hong Kong,” said Manoj Namboodiri, General Manager Fonterra Hong Kong.

Anmum was recently named one of the Hong Kong Pharmacy Association’s top 20 most popular pharmacy brands for 2016.

“This is great recognition of the brand’s popularity as we were judged against hundreds of well-known pharmacy brands across all product lines – not just our dairy competitors,” Mr Namboodiri said.