Danone has announced the launch of Fortimel, its first medical nutrition product in the adult foods for special medical purposes category in China.
The launch is part of Danone’s strategy in China to leverage its scientific expertise across the life spectrum and further drive acceleration in adult medical nutrition. It was developed to cater to China’s ageing population, among which there is an increase in chronic disease – as it is becoming increasingly important to ensure adequate nutritional care, especially for those who have been discharged from hospital.
Danone says that after discharge from hospital, medical nutrition like Fortimel can help address the risk of malnutrition when nutritional requirements cannot be met through normal food alone.
The dairy giant already provides its Nutrison and Peptisorb tube-feeding products for patients who cannot eat or swallow normally due to a condition or disease to 90% of the top tier hospitals in China.
Bruno Chevot, Danone’s president China, North Asia and Oceania, said: “The launch of Fortimel Balanced is another milestone on Danone’s ‘Innovated in China, Made in China’ journey. The product leverages Danone’s cutting-edge science and research capability to cater to the nutritional needs of Chinese patients. It marks a solid step into the aFSMP market in China and helps Danone to further grow its portfolio covering the full life spectrum.”
Jean-Marc Magnaudet, president of specialised nutrition at Danone, added: “Pioneering patient-centric medical nutrition solutions is at the heart of our strategy for specialised nutrition. This innovation marks a key milestone in our strategic ambition to accelerate in adult medical nutrition. It combines our 125-year legacy and scientific expertise in medical nutrition with our understanding of the Chinese healthcare ecosystem to bring new solutions that support the health and recovery of Chinese patients.”
To succeed in this new category in China, Danone conducted in-depth research into the eating habits and taste preferences of Chinese patients. This month, the flavours red date and goji berry and milk – that have been adapted to the Chinese taste preferences – will become available.
