KUALA LUMPUR, August 21 – Danone Specialized Nutrition Malaysia recently unveiled Dugro’s “Wall of Iron Strong” at IOI City Mall, Putrajaya, intensifying its national campaign to combat Iron Deficiency Anaemia (IDA), a widespread yet overlooked health crisis affecting Malaysian children.
Officially launched by Nancy Shukri, Minister of Women, Family and Community Development, this initiative moves decisively from awareness toward urgent national accountability and policy action.
“IDA isn’t just a medical condition; it’s an economic and development emergency. Children with iron deficiency face irreversible cognitive risk.
“Our collaboration with Danone highlights the urgency for immediate policy action, mandatory early nutritional screening and sustainable preventive solutions,” said Nancy.
Since 2023, Danone has actively collaborated with various agencies under the Ministry of Women, Family and Community Development (KPWKM) to advance IDA screening and awareness initiatives across Malaysia.
Most recently, Danone has formalised a strategic partnership with the ministry’s National Population and Family Development Board (LPPKN) to implement nationwide IDA screenings and co-organise community-based programmes that drive grassroots awareness and early intervention.
To further strengthen this commitment, Danone will extend its support by providing targeted nutritional assistance to underprivileged children through the distribution of Dugro products in collaboration with Yayasan Kebajikan Negara (YKN), reinforcing its mission to combat childhood anaemia and promote equitable access to essential nutrition.
As part of the strategic campaign, Danone is working with relevant stakeholders on a Policy Position Paper to embed mandatory IDA screening into the national health agenda.
Prof Dr Muhammad Yazid Jalaludin, senior consultant paediatric endocrinologist at the Faculty of Medicine, Universiti Malaya, emphasises the importance: “Iron deficiency is the most common cause of anaemia, yet 90 per cent of children with IDA may show no visible symptoms.
“Children with IDA are twice as likely to experience stunting. Research also indicates that IDA can have long term irreversible impact on brain development, and affected children have IQ scores up to 13 per cent lower than their peers.”
Danone’s campaign also celebrates over six decades of Dugro’s trusted presence in Malaysian households, providing scientifically formulated nutrition.
“The stories on this Wall embody the importance of children’s nutrition,” said Koh Kok Meng, country manager, Danone Specialized Nutrition, Malaysia and Singapore.
“Our mission is clear, move beyond awareness to measurable action. We urge policymakers and the community to commit to building a stronger, smarter Malaysia through systematic screening and nutritional interventions.”
“IDA is solvable. What’s needed now is collective action. This is not just Danone’s campaign; it’s Malaysia’s campaign.”
The Dugro’s Wall of Iron Strong exhibition features powerful personal stories from celebrated Malaysians, such as Paralympic champion Muhamad Ziyad Zolkefli, biotechnologist, Dr Mahaletchumy Arujanan, and nanotechnology engineer Fakhirah Khairuddin. It showcases the direct link between early childhood nutrition and lifelong health.
Complementing the exhibition, the public can access the Iron Strong Screening Questionnaire online to assess nutritional risk in children.
Taking place from August 20 to 24, 2025, Dugro’s “Wall of Iron Strong” activation invites Malaysian families to participate in educational and interactive experiences designed to raise awareness and encourage early action against IDA.
Activities include complimentary anaemia and iron deficiency screening, using a non-invasive, child-friendly haemoglobin test and an interactive digital iron intake questionnaire-a proprietary innovation designed by Danone nutrition experts.
Families can also enjoy a variety of engaging game stations and a stamp collection challenge offering exclusive rewards.
Visitors can also explore Dugro’s product offerings and redeem special gifts, further reinforcing the important role of proper nutrition in childhood development.
