Nestlé launches ‘NIDO Iron for Focus’ campaign to tackle childhood iron deficiency

Nestlé Ghana has officially launched its ‘NIDO Iron for Focus’ campaign as part of efforts to raise awareness on the importance of iron in children’s nutrition and cognitive development.

The campaign, launched on Thursday, May 28, 2026, is part of Nestlé’s flagship NIDO brand initiative aimed at promoting healthy growth, improved concentration and better learning outcomes among children in Ghana.

The ‘Iron for Focus’ campaign highlights the role of iron in supporting brain development and helping children stay attentive in school. Nestlé says its NIDO milk products are fortified with iron and Vitamin C to support children’s cognitive development and learning abilities.

Speaking at the launch, Managing Director-Nestlé Ghana Salomé Azevedo expressed concern about rising cases of anaemia among children and pregnant women in Ghana.

“In 2025, based on research, there was a high level of anaemia among school-aged children. Some rates recorded were as high as 78 percent, well above the already elevated national average. The situation is even more alarming for pregnant women, reported at 81 percent by the National Institute of Health,” she said.

She stressed the need for stronger nutritional interventions and increased public awareness to address iron deficiency, particularly among vulnerable groups.

The Category Manager for Nutrition at Nestlé Ghana, Kwabena Adarkwa, also emphasised the importance of clear communication in helping parents make informed food choices for their families.

“When it comes to nutrition, it is important that the nutritional benefits in our diets are clearly communicated. When parents are making decisions at the shelf, clarity is critical. Some may not read labels at all, while others may not fully understand the nutritional effects impacting their families. That is why we are here today,” he said.

According to Nestlé Ghana, iron deficiency and anaemia remain serious public health challenges in the country, especially among children and pregnant women. The company noted that low iron levels in children can affect concentration in class, limit participation in learning and play activities and negatively impact emotional well-being and confidence.

“Ultimately, this impacts how children grow, learn and fulfil their potential. That is why this is not only a health issue but also a developmental challenge – and in the long-term a concern for the future workforce of Ghana,” the Nutrition Category Manager added.

Through the ‘NIDO Iron for Focus’ campaign, Nestlé Ghana hopes to encourage parents and caregivers to prioritise iron-rich nutrition to support children’s overall development and future success.

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