Danone’s “Iron Up!” program to reduce childhood anemia globally
Danone has kicked off “Iron Up!” — labeled the first global program of its kind — 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, highlights the multinational food group.
Despite its prevalence, iron deficiency anemia often remains undetected and undertreated due to low awareness of its symptoms and causes, insufficient screening, and suboptimal nutrition, underscores Danone.
“At Danone, we are convinced nutrition can make a positive, proven difference to health — especially in those early years,” says Katrien Van Laere, senior VP R&I and 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.”
Unaddressed in childhood
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.
Danone’s program is built on three “mutually reinforcing pillars.” The first involves raising awareness of IDA’s causes, symptoms, and long-term consequences with caregivers and healthcare professionals.
Under the second pillar, the company aims to form partnerships with governments, NGOs, and medical societies to further its cause. Days ago, as part of French President Emmanuel Macron’s visit to Indonesia, Danone Indonesia signed a landmark Memorandum of Understanding with Indonesia’s National Nutrition Agency.
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.
Under its third pillar, focusing on scaling nutritional solutions, Danone is focusing on expanding access to evidence-based nutritional solutions tailored to the specific iron needs of young children. These include 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 with claims of delivering “up to three times more iron absorption.”
Iron deficiency on the world stage
The WHO underscores that anemia is a particularly common occurrence in people with both cardiovascular disease and diabetes, estimating that at least 170 million people worldwide with such comorbidities have anemia.
However, iron deficiency affects many adults even without anemia, heart failure, chronic kidney disease, or pregnancy, according to a survey of 8,021 US adults. The study warns current screening recommendations “may miss 70% of iron deficiency cases among children and during pregnancy.”
Notable supplement innovations tackling this widespread issue with improved formulations include TopGum’s IronGum — high-dose iron gummies with a sensory appeal. Under the company’s Gummiceuticals line, the solution aims to help consumers overcome obstacles to iron supplements, such as their typical metal-like taste.
