Danone announces the launch of Iron Up! the first global program of its kind set up to supercharge the company’s efforts to combat iron deficiency in children. Iron deficiency is the leading cause of anemia, a condition affecting more than 40% of children under five globally. Despite its prevalence, iron deficiency anemia remains often undetected and undertreated due to low awareness of its symptoms and causes, insufficient screening, and suboptimal nutrition.
“At Danone we are convinced nutrition can make a positive, proven difference to health especially in those early years” says Katrien Van Laere, Senior Vice-President R&I Chief Scientific and Medical Officer. “For years, we have been committed to addressing iron deficiency anemia – contributing to the screening of over 1.5 million children to date. With Iron Up! we are scaling our impact by combining science-based innovation, deep nutritional expertise, and strong partnerships to reach more children and help them thrive.”
Iron deficiency anemia often remains unaddressed because its symptoms like tiredness, dizziness and pale skin are not easy to recognize as such, and its long-term consequences on overall development and ability to thrive are not well-known. Designed to address the complexity of IDA at scale, Iron Up! takes a systemic approach built on three mutually reinforcing pillars: awareness, partnerships and nutritional solutions.
Danone is convinced together these foundational pillars ensure a comprehensive, scalable and sustainable approach.
Making IDA visible is the first step toward addressing it. Raising awareness of IDA’s causes, symptoms, and long-term consequences enables caregivers, healthcare professionals, and decision-makers to take action. A science-based approach is critical in doing so which is why Danone recently presented six scientific abstracts at the annual congress of the European Society of Pediatric Gastroenterology, Hepatology and Nutrition (ESPGHAN) focused on iron and child nutrition.
Together, actors in child nutrition and health can achieve more. That’s why partnering with governments, NGOs and medical societies is a foundational pillar of Danone’s efforts to ensure that IDA screening and nutrition become an integral part of national child health strategies. Days ago, as part of French President Emmanuel Macron’s state-visit to Indonesia, Danone Indonesia signed a landmark Memorandum of Understanding with Indonesia’s National Nutrition Agency (BGN). This agreement formalizes a two-year collaboration that will support Indonesia’s national nutrition agenda by conducting IDA screening in jointly selected locations, targeting children aged six months to six years.
Diet and iron-rich nutrition in particular can be a powerful lever in preventing iron deficiency. This is why the third pillar of Iron Up! focuses on expanding access to superior, evidence-based nutritional solutions tailored to the specific iron needs of young children including formulations that enhance iron absorption with vitamin C, inulin, and prebiotics. Formula milks with IronBiotics, Danone’s proprietary innovation, are now available in several markets and deliver up to three times more iron absorption, turning advanced science into meaningful health outcomes.
With Iron Up! Danone continues its efforts in the fight against iron deficiency, contributing to new generations around the world growing iron strong, thriving and reaching their full potential.
