Peak 456 growing up milk partnered with Nutrition Society of Nigeria in the pilot of its Drink Move Be Strong School Program, to educate Nigerians on the importance of healthy eating and having an active lifestyle. The program engaged children aged four to six years old on the importance of healthy eating and having an active lifestyle to drive habit change in these two key areas. Teachers are key role models of children, helping children grow up with good lifestyle habits. Hence, the pilot which was implemented in Lagos kicked off with a teachers’ workshop. Teachers were equipped on the required knowledge and teaching aids to help address the challenges around eating healthy and maintaining an active lifestyle. Subsequently, teachers cascaded the program which had a two pronged approach –nutrition education and exercise moves, to their pupils.
The Drink Move Be Strong program establishes the brand as the specialised nutrition expert for children, driving awareness and love for the brand. The Deputy Governor of Lagos State, Dr. Oluranti Adebule, in her goodwill message at the press launch, delivered on her behalf by the Permanent Secretary, Lagos State Ministry of Education, Mrs. Adebunmi Adekanye, commended FrieslandCampina WAMCO for her Peak 456 healthy eating and lifestyle initiative, which she said would have a far-reaching effect on both the physical and mental development of the Nigerian child.
Other initiatives by the brand to drive brand growth are its growing up milk seminars and media campaigns with trade support which were aimed at educating health care professionals and the public at large on the need for specialized nutrition to enable children grow up strong and smart. The brand recorded a volume growth of 30% in 2017.