Vitagen Marks 40 Years With Better Gut Campaign

By Intan Suhana Che Omar

PETALING JAYA, May 16 (Bernama) -- Malaysia´s cultured drink, Vitagen kick-started its 40th anniversary celebration with the introduction of 'A Better Gut Begins with Vitagen´ campaign.

General Manager of Vitagen Poh Eng Lip said that the campaign was an extension of the brand´s far-reaching digestive health education and awareness initiative.

"This campaign is basically to promote good gut health and overall wellbeing through improved immunity, greater mental clarity and a more balanced mood," he added at Vitagen's 40th anniversary celebration and introduction of the campaign here recently.

He also emphasised that good gut health was increasingly important as Malaysians faced health challenges linked to sedentary lifestyles, stress and increasing consumption of fast food that might be low in fibre and low in good bacteria.

Vitagen is said to contain billions of good bacteria with live, active cultures of Lactobacillius acidophilius and casei and the formulation can absorb nutrients from food and stimulates a stronger immune system.

EXCITING YEAR AHEAD

"We have an exciting year ahead for Vitagen," said Poh, noting that Vitagen was moving into more engaging strategies such as interactive multimedia and a nationwide roadshow.

"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,” he added.

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.

Studies have shown that gut health is linked to obesity, with Malaysia cited as among the fattest countries in the region. The prevalence of adults who are overweight is up to 30 per cent.

Obese Malaysians make up 17.7 per cent of the total population. This combination means that almost half the country´s population are either overweight or obese.

For further information about the campaign, log on to www.vitagen.com.my

-- BERNAMA