Danone has introduced Fortimel, marking its inaugural entry into the adult foods for special medical purposes category in China within the realm of medical nutrition products.
As part of its strategy in China, Danone aims to capitalize on its scientific expertise across various life stages, focusing on advancing adult medical nutrition. The introduction of Fortimel is a response to the growing prevalence of chronic diseases among China’s aging population. With a heightened emphasis on ensuring sufficient nutritional care, particularly for individuals recently discharged from hospitals, this initiative aligns with Danone’s commitment to addressing evolving healthcare needs.
According to Danone, following hospital discharge, specialized medical nutrition products such as Fortimel play a crucial role in mitigating the risk of malnutrition, especially when regular dietary needs cannot be adequately met through conventional food alone.
The dairy industry leader currently supplies its Nutrison and Peptisorb tube-feeding products to 90% of the leading hospitals in China, catering to patients facing difficulties in eating or swallowing normally due to specific medical conditions or diseases.
Bruno Chevot, Danone’s president China, North Asia and Oceania, said, “The launch of Fortimel Balanced is another milestone on Danone’s ‘Innovated in China, Made in China’ journey. The product leverages Danone’s cutting-edge science and research capability to cater to the nutritional needs of Chinese patients. It marks a solid step into the aFSMP market in China and helps Danone to further grow its portfolio covering the full life spectrum.”
Jean-Marc Magnaudet, president of specialised nutrition at Danone, added, “Pioneering patient-centric medical nutrition solutions is at the heart of our strategy for specialised nutrition. This innovation marks a key milestone in our strategic ambition to accelerate in adult medical nutrition. It combines our 125-year legacy and scientific expertise in medical nutrition with our understanding of the Chinese healthcare ecosystem to bring new solutions that support the health and recovery of Chinese patients.”
In order to thrive in this novel category in China, Danone extensively researched the eating habits and taste preferences of Chinese patients. Starting this month, adapted flavors such as red date and goji berry, along with milk, tailored to Chinese taste preferences, will be introduced.