Healthy Heights targets obesity among South Korean kids

10-Aug-2022 - Last updated on 10-Aug-2022 at 12:23 GMT

Healthy Heights can be incorporated into much-loved kiddies treats that are better-for-you. Pic: NGS

Israeli paediatric nutrition specialist Nutritional Growth Solutions (NGS) aims to address a disturbing trend among South Korean kids in skipping breakfast, eating fast foods that are high in fat, and consuming too many sugary drinks with the rollout of its clinically-backed vegan protein offerings.

A 2021 study published in Clinical and Experimental Pediatrics an increasing trend over the past five years among Korean infants, children and adolescents in behaviours that are pumping up obesity levels and leading to a prevalent vitamin D deficiency.

The Korea National Health and Nutrition Examination Survey (KNHANES) is conducted every three years since 1998 to amass reliable nationally representative data on the health status, health behaviours, and food and nutrient intake of Koreans in order to establish comprehensive national health promotion plans and programmes.

Likewise, the Korean Youth Risk Behaviour Web-based Survey (KYRBS) monitors health-risk behaviours among adolescents to develop school health policies.

In 2020, the overall obesity rate in South Korea rose to 38.3% – the highest recorded since 2008. The prevalence among youngsters, too, has increased dramatically during the past 35 years, climbing 6-fold in boys and 3-fold in girls.

Trusted by parents

Which makes it very timeous for NGS – which strives to become a leading household name for child nutrition around the world – to introduce Healthy Heights on the market, including its flagship Healthy Heights Grow Daily 3+.

With a base of whey protein and select minerals, this scientifically formulated and clinically tested nutritional shake is designed to help kids reach their maximum height. Grow Daily has been specifically tailored to support the unique growth and developmental needs of very young children, aged 3 to 9 years.

“Our Healthy Heights range was scientifically formulated by paediatricians at the renowned Schneider Children’s medical centre in Israel as a means to support children’s diets and grant them the best possible opportunity to grow to their maximal height,” said Liron Fendell, CEO and MD of NGS.

“This is something I believe will resonate with parents in South Korea due to the flourishing demand for nutritional children’s products in this region.”

More recently, NGS introduced the KidzProtein line in order to broaden the scope of its holistic nutritional solutions to nurture growing children.

These quick-fix, nutrient-dense products contain protein isolates, omega-3 fatty acids, vitamins, and minerals in a powdered fruit and veggie blend. They were formulated as a means to fill the nutrition gaps in children caused by an unbalanced and often incomplete diet, largely the result of picky eating.

KidzProtein products are offered in a whey-based formula and in a vegan format designed to meet the nutritional needs of children with dairy allergies and lactose intolerances, or for families vying for a more plant-based lifestyle. The vegan product is powered by pea and fava bean proteins.

Major milestone

NGS has signed a supply agreement with South Korea’s largest online retailer to facilitate the rollout in the region. Coupang currently engages 18 million active customers and collected an annual revenue exceeding $18bn in 2021.

“South Korea has long been identified as a target market for Healthy Heights due to the country’s increasing demand for nutritional products for children, its large population, and growing trend in online food sales,” added Fendell.

“This launch marks a major milestone in our expansion into the APAC region, and I am excited that Coupang signed on as our first trusted supplier in South Korea.