A Sri Lankan business case
for nutrition
The Sri Lankan context
Population : 21.8 Million
16% of population are children aged 5 to 14
15% Child wasting
17% Child stunting
27% underweight adolescents (10-15)
15% anaemia in children under 5
32.6% anaemia in women (15-49)
14% Obesity in children (6-12)
Number of households : 5.1 Million
Average household size : 3.8
National GDP : USD 84 Billion
GDP per capita : USD 3,852
Urban - Rural split : 18:82
Sri Lanka’s Agriculture sector contributes 7.4% of
GDP and 30% of employment however, the sector
needs reform to fulfil nutrition needs
Limited agricultural infrastructure,
technology and equipment
Inefficient land use and land degradation
Key sectors
Agriculture 7.4%
Industry 27.4%
Services 58.2%
Declining new entrants to the sector
Limited control and knowledge of market
dynamics to drive demand
*Source: http://www.statistics.gov.l
THE PRODUCT : CBL Samaposha
Supplementary / mainstream diet with high Protein and Protein energy levels which can help prevent and reduce forms
of malnutrition in the long term.
A unique blend of locally sourced multigrain
Rice
Corn
Green
Gram
Soya
Fortified with Vitamins and minerals
No artificial preservatives, colours, flavours or additives
Simple and Easy to make
High in Protein (35% of RDA**)
Samaposha per serving 50g
Vs
Protein : 10g (35% of RDA**)
Energy : 198 Kcal (15% of RDA**)
Price per Serve - LKR 22.50
Chicken per serving 50g
Protein : 8.2g
Price per Serve - LKR 60
Egg per serving - 1 nos.
Protein : 6.3g
Price per Serve - LKR 20
** % RDA – As per the SL Food Act 2007 – Ages 4-5 year old children * Nutrition information as per the Declared Nutrition Panel of Samaposha
Essential Micro-Nutrient fortification
Fortified with a blend of Vitamins and Minerals.
Calcium, Iron, and Vitamin A, Vitamin B1, Vitamin B12,
Vitamin C, Vitamin D3.
**
Helps improve immunity to reduce health disorders in
children like indigestion, skin disorders, and defective
bone growth.
Iron fortification provides 12.5% RDA** supporting to
fight Anemia in the longer run
** % RDA – As per the SL Food Act 2007 – Ages 4-5 year old children
• Nutrition information as per the Declared Nutrition Panel of Samaposha
• Source - https://www.healthline.com
SECURE SOURCING
Backward integration for stable supply
Samaposha uses multigrain sourced from a network of
12,000+ farmers
.
Rupees 1 Billion annually to farmers through guaranteed
pricing schemes
.
Dedicated agriculture teams support quality and productivity
on the field
Agriculture extension
services and seed
programmes
Mechanization,
technology and post
harvest integration
Farmer community
welfare and inclusive
decision making
With “A single product” Samaposha was able to
grow the category and expand the market
CBL further expanded on this success by diversifying the
Samaposha range to cater to growing Consumer Segments
PEOPLE
Products catering to specific community segments
CHILD
YOUTH
ADULT
Easy to use, versatile cereals specially
Convenient nutrition products and on
Easy and quick nutrition additions to the day
formulated to the nutrition needs and taste
the go nutrition for the busy and active
to promote active lifestyles and healthier
preferences of children.
lifestyle
eating habits
Supporting healthy and active children
Supporting nutrition on the go for fast
Supporting activity and balanced eating
paced youth lifestyles
for healthier lives
Engaging Children
Marketing
The campaign aims to reduce the
trend of skipping breakfast through
messaging to promote good food
habits for healthier living
Parent Education
Multi faceted communications to promote good
breakfast habits – Sri Lanka’s primary media platform
Product engagement through activations and sampling
1.5 Million consumer touch points
Mass PR
Wet sampling linked to engagement between mothers
and children .
Education and nutrition awareness across communities
and in value chain
Mass Market Activations
The makings of a nutrition success story
An innovative
nutrition product
Secure and
sustainable supply
Processes to
ensure high quality
and food safety
Consumer-centric
marketing and
people led action
Strong nationwide
distribution
network
CBL was able to leverage its advanced production facilities, skilled workforce, nutrition expertise and nationwide distribution
channels to take the Samaposha brand to consumers.
Now a staple of nutrition in Sri Lanka
57%
annual household
penetration
200 Million
portions consumed
each year
38
Serves per person
(Core TG 5-14 Yrs)
CAGR of 30%
(Last 03 years)
Rs 1 Billion to purchase
Key driver of nutrition
grains from rural
standards and
farmers annually
nutrition habits
Others
18%
Samaposha holds over
72% of Market share
72%
Thank You...