AS Biss to raise profile of undernutrition in the UK

AS Biss will lobby MPs to tackle the ‘shocking’ problem of undernutrition in communities across the UK.

The agency was the winner of a competitive pitch run by the Infant and Dietetic Foods Association (IDFA), the UK trade association  representing   manufacturers of specialist nutrition products.

It is the first time that the association has used an agency, and AS Biss has been charged with raising the public and Parliamentary profile of the condition.

Roger Clarke, director general of the IDFA, said: ‘Undernutrition affects more than two million people living in the UK – in hospitals, in care homes, in their own home. And some simple steps could be taken to tackle it,  such as ensuring GPs keep a register and monitor cases in their area.’

Sacha Deshmukh, MD at AS Biss, said: ‘In a country as wealthy as the UK, it’s shocking that so may people are undernourished.’

The IDFA’s members include Abbott Nutrition, Nestlé Nutrition, Novartis, Nutricia and Vegenat. AS Biss was brought in following a three-way pitch.

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