F&N takes on the health of Malaysians in new campaign

Fraser & Neave Holdings (F&N) has launched a campaign titled "Jom Sihat, Kekal Cergas" ('Let's Be Healthy, Stay Fit') to inspire Malaysians to make healthier lifestyle choices. 

Created in partnership with hypermart Mydin, "Jom Sihat, Kekal Cergas" showcases healthy products that carry the 'Healthier Choice' logo, reflecting the company's dedication to meet stringent nutrition criteria such as lowered sugar, sodium and fat levels while enhancing beneficial ingredients. 

The range of healthy products include isotonic drinks, teas, Asian beverages and dairy products. 

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"The "Jom Sihat, Kekal Cergas" campaign reflects F&N’s commitment to address Malaysia’s health challenges by offering great-tasting beverages that meet consumers' nutritional needs. We are proud to offer our range of delicious and healthier products that align with our nutrition charter and meet the stringent standards of the 'healthier choice' logo," said Leong Wai Yin, marketing director of F&N Beverages Marketing. 

"Partnering with Mydin makes these healthier choices more accessible, encouraging Malaysians to lead more active and balanced lives," added Leong.

The campaign kicked off with a four-day roadshow at Mydin USJ to highlight the importance of leading a balanced lifestyle and to educate consumers on how to make healthier food choices. 

The roadshow featured interactive product stations showcasing F&N brands including F&N Magnolia, 100PLUS, F&N SEASONS and OYOSHI Green Tea. Each station showcased the nutritional benefits of these products alongside themed activities. 

The themed activities promote physical and mental well-being too, creating a fully immersive and fun experience for participants. 

In tandem, the launch featured a sharing session from Nur Aqilah Amalina Jaafar, a senior lecturer, department of resource management and consumer studies, faculty of human ecology at Universiti Putra Malaysia and medical officer Amanda Elli. 

“Nutrition plays a critical role in a healthy lifestyle, and making smarter choices in one's diet can have a significant impact on the lives of Malaysians. With the presence of products on the market that have the 'Healthier Choice' logo as also displayed on the F&N product range, consumers can now make healthier food choices based on the information on the label. Even small adjustments in our daily food and beverage choices can lead to significant long-term health benefits," said Nur Aqilah. 

“The 'Healthier Choice' Logo signifies that a product meets specific nutritional criteria set by the ministry of health. By choosing products with this label, such as F&N’s beverages, consumers are making informed decisions that contribute to their overall health. Maintaining a balanced diet, staying physically active and managing mental health are all key components of well-being,” added Elli. 

In addition, F&N has also introduced its zero-sugar range of products, substituted with alternative sweeteners such as sucralose, a healthier option. “We are particularly proud of our zero sugar initiative, which offers yet another beverage option to those who wish to reduce sugar intake without compromising on taste," added Leong. 

This campaign comes as the 2023 national healthy and morbidity survey revealed that nearly 2.3 million Malaysian adults have three or more non-communicable diseases (NCDs).

Meanwhile, over one million Malaysians currently suffer from depression, underscoring the need for a holistic approach to wellness.

F&N is not the only brand encouraging Malaysians to get healthier. Last month, insurance brand AIA Malaysia launched a new brand campaign to empower all Malaysians to challenge stereotypes around health and reframe what it means to be “healthy” for Malaysians from all walks of life.

The #RethinkHealthy campaign challenged the way Malaysians view health, to help make it a bigger part of everyday life.

The campaign microsite featured four Malaysians from different walks of life who shared their unique stories, each representing one of the four focus pillars – physical health, mental health, financial health and environmental health.

The campaign encouraged Malaysians to join in by taking a personal pledge on how they too can aim to “Rethink Healthy”.

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