– Partners Real Warri Pikin and Aproko Doctor
Anita Asuoha (Real Warri Pikin); Myron Otoo, category development manager, Beverages, Nestlé Nigeria; Funmilola Oyewole, category development manager, Beverages, Nestlé Nigeria
In addition to providing nutritious energy through the Milo beverages, Nestlé Nigeria has introduced another innovative means of boosting healthy lifestyles in Nigerian children through sport. The new initiative aims at inculcating invaluable life-skills that transcends traditional classroom learning, the organisation said.
For the maximum actualisation of this new objective, Nestlé disclosed its collaboration with two Nigerian social media personalities, Anita Asuoha, a health and fitness enthusiast, widely recognised as Real Warri Pikin, and Egemba Chinonso Fidelis, a practicing medical doctor and nutritionist, known as Aproko Doctor, to inspire parents to increase the participation of their children in sporting activities.
Impact of sports on children’s health
The initiative aligns with UNICEF’s ideology which holds that sport is more than competitions or entertainment, but an exercise that can have a positive effect on one’s body and mind. It builds strength, boost confidence and teaches independence.
A former Deputy Executive Director, UNICEF, Charlotte Petri Gornitzka, in one of the agency’s report on sport and development said, “It’s long been understood that sport promotes children’s health and physical development, but now we have solid evidence to suggest that sport can have a powerful impact on their overall education and life skills development.
“We must use this evidence to inspire investment in sports for children, especially the most vulnerable”.
Nestlé’s role in building healthy children
Speaking at the formal announcement of the partnership at the company’s Head office in Lagos, the Category Manager, Beverages, Nestlé Nigeria PLC, Ifeanyi Orabuche expressed the delight of the organisation in shaping Nigerian children’s wellbeing and development through sports.
“Milo is deeply committed to empowering children through sports. We are therefore delighted to announce our collaboration with Anita Asuoha popularly known as Real Warri Pikin and Dr Chinonso Egemba also known as Aproko Doctor, to amplify the reach and impact of our initiatives aimed at helping children cultivate healthy lifestyles from a young age. We recognise the immense value that these personalities bring to our shared passion for promoting healthy lifestyles”, she stated.
The World Health Organisation (WHO) also embraces the idea of boosting children’s health with sporting activities, by highlighting impacts of physical activities on children and adolescents to include improved cognitive outcomes in academic performance, executive function, bone health, mental health -reduced symptoms of depression, and reduced adiposity.
Owing to the benefits of sporting events on children’s wellbeing, the apex health agency, therefore recommended that children and adolescents aged 5-17 years, should do at least an average of 60 minutes per day of moderate-to-vigorous intensity, mostly aerobic, physical activity across the week, incorporate vigorous-intensity aerobic activities, as well as those that strengthen muscle and bone, at least 3 days a week.
Milo’s partnership in raising healthy children
Responding to the partnership offer, Anita Asuoha said, “This partnership is a homecoming for me as MILO has been a brand in my everyday life. Working with a brand I grew up with adds a warm touch, making this not just business, but also a personal journey, a blend that is a true blessing not only for me, but also for those I care about”.
On his part, Egemba Fidelis said, “On the path to a healthier Africa, the importance of health education and positive behavioral change cannot be overemphasised. I am excited about the cooperation with Nestlé MILO as we join hands with parents across Nigeria to raise healthier and happier children. Equipping them to win daily will help to make the world a better place”.
With a legacy spanning over seven decades, Milo plays a pivotal role in nurturing champions globally, providing a nourishing addition to the breakfasts of approximately 8 million children daily.
In 2023 alone, Milo School Sports Development programme reached around 4 million children across Nigeria. The brand believes that sport instills essential values like grit, determination, and teamwork, contributing to the development of life skills essential for success in all facets of life.
Community development through shared values
In a chat with the Corporate Communications, Public Affairs, and Sustainability Lead at Nestlé Nigeria, Victoria Uwadoka, on this laudable initiative, she explained the imperative of inculcating essential skills into children at certain age and its lifel-long impacts on their health and well-being.
According to her, “Childhood is a critical period for forming life-long habits that could determine quality of life in the future. Therefore, teaching children to eat right, stay active, pursue their dreams, set and achieve goals is one of the ways through which we are nurturing the next generation of leaders. We achieve this through Nestlé MILO Building Champs, Nestlé MILO Basketball Championship, Nestlé for Healthier Kids and the Nestlé Community Scholarships. This year, we are extending these programmes to more schools and communities, to reach even more children.”
Through the community scholarships, Nestlé is promoting STEM education to give children within its communities the opportunity to access technical capabilities and skills to contribute to the industrialisation of the country. This is one of Nestlé’s creating shared value initiatives: creating value for society while delivering business growth: the children are equipped for the future, and Nestlé gains an increased pipeline of future talents.
MILO is putting more efforts behind encouraging greater participation of girls and children with special abilities in sporting activities, ensuring equal opportunities for all.
