Fonterra has launched a milk product which is scientifically proven to assist in maintaining optimal bone health, the company said.

Anlene, which contains essential bone nutrients, would help in addressing the Middle East’s bone health issue, one of the poorest  worldwide, said a company spokesman.

The new product from Fonterraone of the world’s largest dairy exporter, has hit retail outlets across the GCC from June 1.

World Health Organisation (WHO) statistics indicate poor bone health will impact one in three women and one in five men over 50 globally. It says over 30 per cent of adults above 50 in the Middle East will suffer from osteoporosis.

It is estimated that the cost of treating osteoporosis in Saudi Arabia will rise to 15 billion Riyals ($3.9 billion) by 2010.

While 31 per cent of post-menopausal women in Saudi Arabia have osteopenia (the stage before osteoporosis) and 40 per cent have osteoporosis, 33 per cent of males over 50 in Saudi Arabia will suffer from osteoporosis, the study says.

General manager of Fonterra Middle East Amr Farghal said good bone nutrition was one of the essential elements in maintaining strong bones. However, calcium alone is not enough.

“Anlene contains essential bone nutrients including calcium, Vitamin D Protein, zinc, magnesium and a new bioactive ingredient innovation PHYTO K Regenerative Formula,” he said. 

“Anlene is the only product containing PHYTO K Regenerative Formula which enables nutrients to lock in deep within the bone. The essential bone nutrients promote bone health and complement the product’s high-quality, high-biological value milk proteins,” Farghal said. 

Dr Humeira Badsha, specialist rheumatologist at the Dubai Bone and Joint Centre, said Middle East adults were susceptible to fractures as they have one of the lowest vitamin D status in the world, caused by a lack of exposure to the sun.

“Vitamin D is vital to ensure that bone nutrients are effectively absorbed. Adults in the UAE have been reported to have a vitamin D status that is 24 per cent below the optimum level, making them susceptible to osteoporosis,” she noted.

Poor bone health sufferers are prone to hip and wrist fractures due to brittle and porous bones. This could result in adults losing their mobility and freedom.

Dr Badsha said Vitamin D was essential to help the body absorb calcium. However, up to 84 per cent of women and 49 per cent of men are Vitamin D insufficient, which makes them even more vulnerable to osteoporosis.

“Vitamin K, which is also present in Anlene, enables the proteins in the bone to lock in the nutrients properly.”

“Osteoporosis is a disease that can be prevented with a combination of good nutrition, a healthy lifestyle and weight-bearing exercise.”

“And yet the ramifications of not taking these simple measures are very serious - research shows that close to 25 per cent of people who suffer a hip fracture will die within a year, and close to 50 per cent will be permanently disabled,” Dr Badsha added. 

Farghal said Anlene’s benefits to bone health have been proven scientifically in a series of clinical studies over 10 years involving more than 2,500 people and over 50 bone health specialists.

“Anlene has been leading the fight against poor bone health in Asia for more than 10 years and we are now aiming to assist Middle East adults in helping to reduce the risk of a major health concern.”   

Howayda Abou Heif, host of the popular MBC television show Green Apple and an Anlene ambassador, stated: “I lead a very active life, and the fact that Anlene has been studied so extensively gives me confidence that I am taking steps to protect my mobility and freedom.” -TradeArabia News Service