Lebanese singing sensation Nancy Ajram is stepping into the role of Middle East ambassador for adult milk, Anlene, encouraging the millions of women across the region to think about their bone health.

With one in three women under 40 in the GCC at risk of developing osteoporosis, Nancy’s influence is expected to help bring the importance of maintaining strong and healthy bones to the attention of the region’s population, a statement from Fonterra, the producers of Anlene, said.

Nancy will officially be unveiled as the regional ambassador for Anlene, a nutrient-rich adult milk specially formulated for optimal bone health, on World Osteoporosis Day (20 October) at a press conference in Dubai, the statement said.

The partnership will see Nancy work with Anlene to raise awareness of bone health and osteoporosis across the Middle East, a cause close to her heart. “As a mother of two young girls, it’s very distressing to hear that one in three women in the Middle East is at risk of developing the disease,” she said.

“Bones can start to deteriorate from as early as 30 years of age and this can have a big impact on a person’s quality of life. I hope that as the Anlene ambassador for the region, I can reach out to more women and spread the message about maintaining healthy bones through regular exercise and good nutrition, from a young age.”

Kamal Gupta, the managing director of Fonterra Brands Mena, said: “Nancy is a role model to so many women in the Middle East, which makes her the perfect choice to help us bring to the forefront of everyone’s mind the importance of looking after their bone health.”

“Osteoporosis is a major health issue amongst women in the region yet there is still limited understanding of the disease. We are delighted to have Nancy on board to help us deliver this message and we look forward to introducing her as our first official Anlene ambassador for the Middle East next month.”

The well-known singer has released seven albums and most recently received the 2011 World Music Award for the World's Best-Selling Middle Eastern Artist.

To date, Anlene’s parent company Fonterra has spent over $50 million on bone health research to increase its understanding of osteoporosis and the role of dairy in its prevention.

This includes 18 clinical trials to evaluate how dairy best supports bone health. Fonterra is the International Osteoporosis Foundation’s (IOF’s) primary nutrition partner in the Middle East. The partnership is dedicated to raising awareness and improving bone health.

As part of this, Anlene, a nutrient-rich adult milk and range of dairy products, was developed by Fonterra almost 20 years ago to promote good bone health. The range was introduced to the Middle East in 2007.

It includes a formulation of calcium, vitamin D, vitamin K, zinc and magnesium which combine to assist the effective absorption of bone nutrients and improve bone quality. – TradeArabia News Service