Document Detail

Implementation of a programme to market a complementary food supplement (Ying Yang Bao) and impacts on anaemia and feeding practices in Shanxi, China.
MedLine Citation:
PMID:  21929638     Owner:  NLM     Status:  In-Data-Review    
In China, a full fat soy powder mixed with multiple micronutrient powders (Ying Yang Bao (YYB)) was developed, and the efficacy of YYB was shown in controlling anaemia and improving child growth and development. However, prior to 2008, there was no sustainable way to provide YYB to vulnerable populations, except through free distribution by the government. This study was to test the concept of public-private partnership (PPP) to deliver YYB and to evaluate the effectiveness of marketing YYB through PPP. Programme activities included development of a complementary food supplement (CFS) national standard, product concept test, product development and marketing, behavior change communication, monitoring and evaluation. Baseline and end-line surveys were used to evaluate product awareness, purchasing and the impacts of the project on anaemia and feeding practices. A Chinese CFS standard was approved. Caregivers and their 6- to-24-month-old children participated in the baseline (n = 226) and the end-line survey (n = 221). A concept test at the baseline survey showed that 78% of caregivers were willing to buy YYB at 0.1 USD. After developing the product and implementing the intervention for 8 months, 59.6% of surveyed caregivers purchased YYB. While not significant, the prevalence of anaemia was marginally lower at the end line (28.8%) than at the baseline (36.2%). For those purchasing YYB, the risk of anaemia was significantly reduced by 87% of odds (P < 0.009). The end-line survey found that feeding practices had improved significantly following the intervention. An enabling policy and regulatory environment in which CFSs are defined and parameters for appropriate marketing are identified as a prerequisite for marketing YYB or other nutritious CFS. Public and private advocacy and marketing could successfully increase awareness of YYB and access and use through market channels. The YYB project may be effective for reducing anaemia and improving feeding practices.
Jing Sun; Yaohua Dai; Shuaiming Zhang; Jian Huang; Zhenyu Yang; Junsheng Huo; Chunming Chen
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Publication Detail:
Type:  Journal Article    
Journal Detail:
Title:  Maternal & child nutrition     Volume:  7 Suppl 3     ISSN:  1740-8709     ISO Abbreviation:  Matern Child Nutr     Publication Date:  2011 Oct 
Date Detail:
Created Date:  2011-09-20     Completed Date:  -     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  101201025     Medline TA:  Matern Child Nutr     Country:  England    
Other Details:
Languages:  eng     Pagination:  96-111     Citation Subset:  IM    
Copyright Information:
© 2011 Blackwell Publishing Ltd.
Institution of Nutrition and Food Safety, China CDC, Xuanwu District, Beijing, China Capital Institute of Pediatrics, Chaoyang District, Beijing, China Global Alliance for Improved Nutrition, Geneva, Switzerland China CDC Xuanwu District, Beijing, China.
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