The UAE’s leading dairy company, Al Rawabi, said it has launched Super Milk, the country’s first fresh milk product that includes five added vitamins and nutrients (A, D, E, calcium and folic acid), specifically targeted at addressing key UAE health concerns.

Super Milk was conceived after extensive product research and development by Al Rawabi to help tackle serious health issues in the country, specifically Vitamin D deficiency, hypertension (high blood pressure), diabetes, obesity, cardiovascular issues and low immune systems, said a company statement.

On the launch, Dr Ahmed El Tijani, the general manager, said: "We are extremely proud to introduce Super Milk, a multi-vitamin and multi-nutrient fresh milk product that has been developed specifically with the UAE population in mind. We analysed the predominant health concerns in this country and, after a comprehensive testing phase, created Super Milk to help address these."

“Super Milk has the same quality, taste and freshness as all Al Rawabi milk products, but is fortified with added ingredients.  Milk is mostly consumed at breakfast time in the UAE**, and a switch to Super Milk allows consumers to easily add essential nutrients and vitamins to their diet and their family’s diet without compromising on taste or convenience,” he noted.

One of the key ingredients that Al Rawabi Super Milk is fortified with is Vitamin D. Recent studies have shown that 78 per cent of the UAE population is deficient in Vitamin D, which can lead to bone metabolism disorders, rickets in children, cancer, cardiovascular disease and diabetes as well as other major diseases, he stated.

Dr Tijani pointed out that Vitamin D was often known as the sunshine vitamin as the body produces it in response to sunlight, however it can also be included in the diet, naturally occurring in some fish and egg yolk as well as in fortified functional dairy and grain products.

"A 100ml glass of Al Rawabi Super Milk contains enough Vitamin D to meet an adult’s required daily intake and can help counteract the effects of a deficiency of the Vitamin. In this regard, Super Milk is three times as powerful as standard milk," he added.

The new range is suitable for all ages and comes in full cream and low fat variants and in three sizes, said the statement from Al Rawabi.

To mark the new product, Al Rawabi has launched a fun initiative called 'My Super Family' to celebrate every ‘super’ family in the UAE. The initiative kicks off tomorrow (June 1), World Milk Day, and the day that Super Milk is available in UAE retail outlets.

Every family can get involved with the 'My Super Family' initiative by showing in a picture what makes their family ‘super’, and sharing on Facebook, Twitter or Instagram and including the hashtag: #mysuperfamily.

All those who participate are entered into a free draw and could win one of eight family holidays as well as being featured on the Al Rawabi Super Milk Super UAE Family billboard in September, the statement added.-TradeArabia News Service