Jawa Foods has launched Jawa WheyFlow, a whey-based drink fortified with vitamin A, vitamin D, iron and zinc. It is sold in 300ml bottles in two flavours, mango and strawberry, and is available now at Jawa Foods outlets.
The drink is made with whey, contains protein, and is formulated with less sugar. Jawa Foods chose a fortified formulation rather than a plain flavoured one because the four micronutrients added are among the most common deficiencies recorded in Pakistani households. The National Nutrition Survey 2018 found anaemia in 53.7 per cent of children aged 6 to 59 months and 43.0 per cent of non-pregnant women of reproductive age, vitamin A deficiency in 51.5 per cent of children in that age group, and zinc deficiency in 18.6 per cent of children and 22.1 per cent of women.
Asad Ur Rehman Jawa, Chief Operating Officer of Jawa Foods, said:
“We chose to fortify rather than simply flavour. Vitamin A, vitamin D, iron and zinc are where Pakistani households are most consistently short, and a drink people already want to buy is a better way to deliver them than one they have to be persuaded into. WheyFlow starts in our own outlets so we can watch how it sells and how it holds up in Lahore summer before we widen distribution.”
The mango variant is built around the flavour profile of Chaunsa. The strawberry variant is bright and refreshing. Both are made at the Jawa Foods plant in Lahore and are intended for everyday drinking rather than sports nutrition.
Jawa WheyFlow is available at Jawa Foods outlets. Wider retail distribution is under review.
