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Hero España, awarded at the NAOS Strategy Awards for the reformulation of its infant cereals (08/10/2020)

| On the occasion of the AESAN XIII NAOS Strategy Awards | His project "More comprehensive, less sugar: Strategy for the reformulation of infant cereals in Spain" has won the award for the Business Initiative With this project Hero reaffirms its nutritional commitment, betting on a new production process in its infant cereals, without hydrolysis, to obtain healthier and more natural foods Thanks to this reformulation, the company has managed to reduce children's sugar intake by 1.5Kg per year compared to 2015 The NAOS Strategy Awards are convened by the Spanish Agency for Food Safety and Nutrition (AESAN) to promote healthy eating and the practice of physical activity among the population The project "More comprehensive, less sugar: Strategy for reformulation of infant cereals in Spain" promoted by Hero España has been awarded the NAOS Strategy Award for Business Initiative, awarded by the Spanish Agency for Food Safety and Nutrition (AESAN).

These awards, endorsed by the Ministry of Consumption, seek to recognize those initiatives that contribute to the promotion of healthy eating and physical activity among the population; and they ratify Hero España's firm commitment to nutrition, especially in the case of infant feeding. The infant feeding company has emerged as the winner of the Business Initiative category for its contribution to the development of healthier diets from infancy through the reformulation of its Hero Baby 0% added or produced sugars infant cereals *.

These cereals, made with whole grain or whole grain flours, are the result of years of research by the Instituto Hero de Nutrición and its firm nutritional commitment, which have led the company to eliminate the sugars produced, by eliminating the hydrolysis in its manufacturing process, achieving healthier cereals, with the least processing and as natural as possible.

Thanks to this reformulation, the company has reduced the sugar intake of children by 1.5Kg per year compared to 2015. "Receiving this recognition from the Spanish Agency for Food Safety and Nutrition is a huge source of pride for all of us who are part of Hero Spain and the Hero Group.

This award is much more than that: it is recognition of the firm nutritional commitment that we accompanies from our origins and that will continue to mark our actions in the future to offer natural, healthy food of the highest quality that contribute to the development of healthy diets "has expressed Javier Uruñuela, General Manager Southern European Cluster, also adding that" with this project In Hero España we have been pioneers in changing the category of cereals in the market, a change in pursuit of naturalness to which we hope other agents in the sector will join ". Reducing the consumption of sugars in childhood, key to the development of healthy diets According to the World Health Organization (WHO), globally the number of infants and young children (0-5 years) who are overweight or obese has increased from 32 million in 1990 to 41 million in 2016, and is expected to by 2025 they will reach 70 million.

At the national level, Spain is among the top 5 European countries with the highest prevalence of obesity and overweight in the child population.

To face this situation, AESAN launched the NAOS Strategy in 2005 to promote healthy eating and physical activity.

A commitment to which Hero Spain has wanted to join by reformulating its infant cereals, one of the first foods that are introduced into the baby's diet and which is key in the modulation of infants' food preferences. And it is that, although it is known that children are born with a biological predisposition for sweet-tasting foods, reducing the amount of sugars they consume from a young age and trying to accustom them to less sweet flavors is essential for the development of eating habits healthy in the future.

It is during the complementary feeding period that begins six months after the baby is born that the eating habits that will accompany them for the rest of their life are defined: a high intake of free sugars at an early age can promote preferences for sweet taste and predisposing the child to tooth decay, obesity and diabetes in later stages. That is why Hero, in its constant commitment to creating natural and quality products, has designed this new range of cereals without hydrolyzing, thus eliminating the sugars produced and helping children develop healthier eating habits tomorrow thanks to its less sweet taste. In the words of Luisma Sánchez, Director Research & Nutrition Hero Group, "From the Hero Group we are committed to offering naturally healthy foods to the population.

That is why at the Hero Institute of Infant Nutrition we work every day to incorporate the latest scientific evidence to our food and that it has a positive impact on people and the planet.

In this case, our main objective has been to promote exposure to healthy dietary habits at an early age by reformulating our infant cereals, less sweet and with a higher contribution of whole grains ". To this end, the company has been working since 2011 on increasing whole grains and reducing sugar in its designs, with the aim of measuring the sensory acceptability of infants to less sweet flavors.

For this reason, over the years, Hero has developed numerous projects in collaboration with leading universities, hospitals and research centers, and has published studies endorsed by prestigious international nutrition journals123, and presented at important national and international conferences, such as the organized by ESPGHAN and SEINAP. About Hero España Grupo Hero is an international food company founded in 1886 in Switzerland that is currently present in more than 30 countries and exports its products to 5 continents.

Hero España was founded in 1922 in Alcantarilla, Murcia, where it maintains its headquarters today.

With more than 90 years of history, Hero España is a leader in baby food and jams, and has a wide range of cereal bars, juices and preserves, among others.

Under the mission of delighting its consumers while preserving the good of nature, Hero Spain is committed to naturalness in its products, maintaining a firm nutritional commitment and constantly improving thanks to its commitment to innovation and research to adapt to the needs of consumers and new market trends. 

Source: Agencias

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