VITAGEN,
Malaysia’s first and No. 1 cultured milk drink that has grown alongside
generations of Malaysians, kick-started the celebration of its 40th
anniversary with the introduction of its, ‘A Better Gut Begins with VITAGEN’
campaign, as an extension of the brand’s far-reaching digestive health
education and awareness initiative.
Pioneer
of the industry and custodian of digestive care, the iconic cultured milk drink
has been an integral part of Malaysians’ everyday lives for 40 years. VITAGEN
contains billions of good bacteria with live, active cultures of Lactobacillus
acidophilus and Lactobacillus casei. This formulation helps aid
the absorption of nutrients from food and stimulates a stronger immune
system. It also assists in suppressing the growth of harmful bacteria, reducing
the risk of intestinal disturbances for optimal digestive health when consumed.
Good gut health is increasingly important as Malaysians
face health challenges linked to sedentary lifestyles, stress and increasing
consumption of fast food that may be low in fibre and low in good bacteria.
Studies have shown that gut health is linked to
obesity. Malaysia has the dubious distinction of being among the fattest
countries in the region[1]. The
prevalence of adults who are overweight is up to 30%[2]. Obese
Malaysians make up 17.7% of the total population[3]. This
combination means that almost half the country’s population are either
overweight or obese.
Diseases of
the digestive system, or gut, are listed as among the 10 principal causes of
hospitalisation (9.14%)[4] and
death (3.81%)[5]
in private hospitals, while colorectal cancer is ranked as the second most
common cancer among Malaysians[6] at a
high 12.1%.
Many ailments including stress, seemingly
unrelated to the human digestive system are caused by gut problems.
Understanding how the gut works and how to care for it is essential to overall
wellbeing.
VITAGEN has been expanding its efforts
to promote good gut health to Malaysians through on-going campaigns and
activities aimed at creating awareness and forming healthy lifestyle habits
about the importance of good gut health.
The brand is also catering to Malaysians
with specific health and dietary preferences with reduced sugar and collagen
variants. Recently the VITAGEN Less
Sugar variant was awarded the Healthier Choice logo under the Ministry of
Health.
VITAGEN’s
General Manager, Mr. Poh Eng Lip said, “Malaysians need to get healthy. This year, we are employing different
strategies and approaches because the traditional discourse of, ‘don’t do this
or that because it is bad for you’ does not work with the younger generation.”
VITAGEN has been championing digestive care for the
past 40 years through its popular school programmes, collaborations with
organisations such as Digestive Health Malaysia and the Nutrition Society of
Malaysia as well as sponsorship of sporting and entertainment events, among
others.
VITAGEN’s
campaign in conjunction with its 40th anniversary shows the positive
correlation between good gut health and overall wellbeing through three key
areas namely, improved immunity, greater mental clarity and a more balanced
mood.
Sharing
some of the brand’s plans to make good gut health more compelling to
Malaysians, in line with VITAGEN’s 40th anniversary campaign, Mr.
Poh added, “We have an exciting year ahead for VITAGEN. The events and
activities surrounding our outreach are backed by research that better gut
health improves overall wellbeing.”
“To engage the new generation of digital
natives, VITAGEN is moving into more engaging strategies such as interactive multimedia
and a nationwide roadshow with interactive components that will take the
Malaysian public on a journey into our digestive system. As
the good gut health expert, VITAGEN believes good health starts from the gut,”
Mr. Poh said in closing.
For further information about VITAGEN and its campaign
“A Better Gut Begins with VITAGEN”, please visit:
[1] “Global, regional, and national prevalence of overweight and
obesity in adults during 1980 – 2013,” Global Burden of Disease, The Lancet
[3] 2015 National Health and Morbidity Survey, Malaysia
[4] Health Facts 2016, Ministry Of Health
Malaysia, Planning Division, Health Informatics Centre
[5] Health Facts 2016, Ministry Of Health
Malaysia, Planning Division, Health Informatics Centre
[6] The Malaysian National Cancer Registry Report 2007-2011, which was
published by National Cancer Institute on its website www.nci.moh.gov.my in October, 2016.
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