Bright yellow Elephant Atta Medium with Vitamin D bags have hit shelves all over the country. The latest innovation from Elephant Atta is available in 10kg and 1.5kg and is the only atta available that is high in Vitamin D*an important vitamin that is good for your bones, teeth and immune system.** According to Public Health England, 1 in 5 people in the UK have low levels of Vitamin D*** and Elephant Atta Medium with Vitamin D provides atta consumers with an easy way to include Vitamin D in their diet without any compromise on taste. This important addition to the range will be supported with a national marketing campaign including a brand new TV ad which will be on air from the beginning of October.
*As checked and verified through AC Nielsen Scantrack data (May 2020) and ESA an independent audit of 100 South Asian retail stores (March 2020)
** Vitamin D contributes to normal absorption/utilisation of calcium and phosphorus. Vitamin D contributes to the maintenance of normal bones. Vitamin D contributes to the maintenance of normal muscle function. Vitamin D contributes to the maintenance of normal teeth. Vitamin D contributes to the normal function of the immune system.
***National Diet and Nutrition Survey. Findings from the Report of Years 7 and 8 (combined) (2014/2015 – 2015/16). PHE National Diet and Nutrition Survey (2008 to 2012) shows that 23% of adults aged 19 to 64 years, 21% of adults aged 65 years and above and 22% of children aged 11 to 18 years have low levels of vitamin D in their blood.