WHAT’S IN THE MILK?, ASKS ADAM ANMUM ESSENTIAL’S NO ADDED SUGAR CAMPAIGN

Recently there’s been a lot of hype on the  effects of excessive added sugars in children’s food. And it is always issues when it comes to this. Being a parents, we are always concern about our children health and during a recent report by Harvard Chan School of Public Health states that there is clear evidence that added sugars, especially sugary beverages, contribute to obesity and other metabolic problems.

This comes at around the same time that recent studies show that 30% of Malaysian children are obese and consume more than 17 teaspoons of added sugars per day.  According to the Malaysian Dietary Guidelines for Children and Adolescents 2013, the recommended amount for children aged 2- 6 years old is no more than 3 teaspoons of added sugars and for children aged 7 – 12 years old, no more than 5 teaspoons of added sugars a day.


These alarming statistics concerning our children and their health status has prompted one of the leading brands in formulated milk powder for children, Anmum Essential to kick start a campaign to encourage parents to start asking and investigating what is in the milk that they give their kids every day. Are they getting all the nutrients they need, or is it laced with added sugars, sometimes hidden, which they may not need at all?  And by doing this, prompt parents to learn how read the product ingredients label to find out for themselves.

The campaign shows Adam, a naturally curious and smart kid, asking questions and investigating his surroundings. He questions the milk that children drink and by doing so, creates awareness about the hidden added sugars in it.




This video is also part of a nationwide campaign to encourage parents to read ingredients lists on food labels before purchasing, and learn to identify the added sugars as they come in various names.
Fructose, Brown Sugar, Maltodextrin, Dextrose, Sucrose, Corn Syrup Solids, Glucose Syrup Solids, White Sugar, Sugar by any other name would still taste as sweet? Absolutely. And being a parents it would be good to read the ingredients on the packaging and see what we are giving them in their milk.


And not just in milk, sugar can be found in most of the things your children had been eating from those can drinks, juices, and energy drinks, sauces of pasta, ketchup, sugary cereals, candies and cookies and also many more.

We might not see the impact today but in wrong run, there is a huge impact in your children health includes Increase likelihood of obesity, Impact on Taste Preference – Sweet Tooth, Increase Risk of Dental Cavities to name a few.

Anmum Essential  would like to help parents to make better, more informed decisions when it comes to choosing the best for their children.

“It’s important to hold off sugar from your child’s diet for as long as you can. There are numerous scientific research that shows various behavioural and health benefits to a child if this is done. But first, parents will need to educate themselves on identifying sugars in its various names,” said Irene Cheah, Marketing Manager of Anmum at Fonterra Brands Malaysia.

Anmum Essential is a growing up milk by New Zealand dairy giant, Fonterra. It has no added sugars and is fortified with Gangliosides and DHA which help support brain development and which is essential in brain cell connection.