Mr Rajiv Deraniyagala, Country Manager, Nestlé Singapore (in green) with Associate Professor Muhammad Faishal Ibrahim, Parliamentary Secretary for Health (in red) and Mr Lucas Chow, Chairman, HPB (in blue) during the event launch.
Nestlé Singapore teamed up with Health Promotion Board (HPB) and its partners to kick-off the "Shop Healthy. Get More From Life" campaign in July. The island-wide campaign empowers the public to eat healthier meals at home by allowing Healthier Choice Symbol (HCS) products to be made more accessible at supermarkets.
Alongside Nestlé, HPB’s partners include major retailers like Cold Storage, FairPrice, Prime Supermarket and Sheng Siong and food manufacturers like Ayam Brand and Prima Taste.
The “Shop Healthy. Get More From Life “campaign will be ongoing till Nov 2015. The roll out across 235 supermarkets boosts public awareness about healthier choice options via special promotions and fun activities like food sampling and roving kitchens which demonstrate how HCS products can be used to prepare nutritious and delicious meals.
Associate Professor Muhammad Faishal Ibrahim, Parliamentary Secretary for Health; Mr Lucas Chow, Chairman, HPB and Mr Rajiv Deraniyagala, Country Manager, Nestlé Singapore, were among those present at the campaign’s launch in Ang Mo Kio.
Associate Professor Faishal and Mr Chow toured the Nestlé HCS product booth, tried their hand at making MAGGI® Chicken Stew and sipped the newly launched MILO® Ice Energy, which captures the great taste of the well-loved MILO® van recipe at the event.
As a champion of nutrition, health and wellness, Nestlé supports HPB’s “Shop Healthy. Get More From Life" campaign, said Mr Deraniyagala.
“The initiative is in tandem with Nestlé’s own ongoing efforts to provide the public with a wide range of food and beverage choices which are tasty yet nutritious.”
Nestlé Singapore currently carries over 100 products with the HCS label. Since HCS guidelines were first introduced, consumer demand for such products has climbed steadily.
The rise in demand has been the result of the greater health consciousness and nutritional awareness in Singapore, observes Mr Deraniyagala. “Consumers have become more discerning in recent years and there is a growing preference for healthier options which are low in sugar and contain more natural ingredients,” he added.
“One of our latest HCS products is the recently launched MILO® Ice Energy, which is delicious while meeting our nutritional benchmarks. There are several upcoming HCS products in our pipeline and we will reveal more details about these exciting developments further down the line.”