A Sri Lankan business case
for nutrition
The Sri Lankan context 15% Child wasting
17% Child stunting
Population : 21.8 Million 27% underweight adolescents (10-15)
16% of population are children aged 5 to 14 15% anaemia in children under 5
32.6% anaemia in women (15-49)
14% Obesity in children (6-12)
Number of households : 5.1 Million
Average household size : 3.8
National GDP : USD 84 Billion Sri Lanka’s Agriculture sector contributes 7.4% of
GDP per capita : USD 3,852 GDP and 30% of employment however, the sector
needs reform to fulfil nutrition needs
Limited agricultural infrastructure,
Urban - Rural split : 18:82 technology and equipment
Inefficient land use and land degradation
Key sectors
Declining new entrants to the sector
Agriculture 7.4%
Industry 27.4%
Services 58.2% Limited control and knowledge of market
dynamics to drive demand
*Source: http://www.statistics.gov.l
THE PRODUCT : CBL Samaposha
Supplementary / mainstream diet with high Protein and Protein energy levels which can help prevent and reduce forms
of malnutrition in the long term.
A unique blend of locally sourced multigrain
Rice Corn Green Soya
Gram
Fortified with Vitamins and minerals
No artificial preservatives, colours, flavours or additives
Simple and Easy to make
High in Protein (35% of RDA**)
Samaposha per serving 50g Chicken per serving 50g Egg per serving - 1 nos.
Vs Protein : 6.3g
Protein : 10g (35% of RDA**) Protein : 8.2g
Price per Serve - LKR 60 Price per Serve - LKR 20
Energy : 198 Kcal (15% of RDA**)
Price per Serve - LKR 22.50
** % RDA – As per the SL Food Act 2007 – Ages 4-5 year old children * Nutrition information as per the Declared Nutrition Panel of Samaposha
Essential Micro-Nutrient fortification
Fortified with a blend of Vitamins and Minerals.
Calcium, Iron, and Vitamin A, Vitamin B1, Vitamin B12,
Vitamin C, Vitamin D3. **
Helps improve immunity to reduce health disorders in
children like indigestion, skin disorders, and defective
bone growth.
Iron fortification provides 12.5% RDA** supporting to
fight Anemia in the longer run
** % RDA – As per the SL Food Act 2007 – Ages 4-5 year old children
• Nutrition information as per the Declared Nutrition Panel of Samaposha
• Source - https://www.healthline.com
SECURE SOURCING
Backward integration for stable supply
Samaposha uses multigrain sourced from a network of
12,000+ farmers
.
Rupees 1 Billion annually to farmers through guaranteed
pricing schemes
.
Dedicated agriculture teams support quality and productivity
on the field
Agriculture extension Mechanization, Farmer community
services and seed technology and post welfare and inclusive
programmes harvest integration decision making
With “A single product” Samaposha was able to
grow the category and expand the market
CBL further expanded on this success by diversifying the
Samaposha range to cater to growing Consumer Segments
PEOPLE
Products catering to specific community segments
CHILD YOUTH ADULT
Easy to use, versatile cereals specially Convenient nutrition products and on Easy and quick nutrition additions to the day
formulated to the nutrition needs and taste the go nutrition for the busy and active to promote active lifestyles and healthier
preferences of children. lifestyle eating habits
Supporting healthy and active children Supporting nutrition on the go for fast Supporting activity and balanced eating
paced youth lifestyles for healthier lives
Engaging Children
Marketing
The campaign aims to reduce the
trend of skipping breakfast through
messaging to promote good food
habits for healthier living
Parent Education
Multi faceted communications to promote good
breakfast habits – Sri Lanka’s primary media platform
Product engagement through activations and sampling
Mass PR 1.5 Million consumer touch points
Wet sampling linked to engagement between mothers
and children .
Education and nutrition awareness across communities
and in value chain
Mass Market Activations
The makings of a nutrition success story
An innovative Secure and Processes to Consumer-centric Strong nationwide
nutrition product sustainable supply ensure high quality marketing and distribution
and food safety people led action network
CBL was able to leverage its advanced production facilities, skilled workforce, nutrition expertise and nationwide distribution
channels to take the Samaposha brand to consumers.
Now a staple of nutrition in Sri Lanka
200 Million
57% portions consumed 38
annual household each year Serves per person
penetration (Core TG 5-14 Yrs)
Rs 1 Billion to purchase Key driver of nutrition
CAGR of 30%
grains from rural standards and
(Last 03 years)
farmers annually nutrition habits
Others
18%
Samaposha holds over
72% of Market share
72%
Thank You...
