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VITAGEN Celebrates 40 Years in Championing Digestive Care !

VITAGEN’s campaign in conjunction with its 40th anniversary shows the positive correlation between good gut health and overall wellbeing through three key areas namely, improved immunity, greater mental clarity and a more balanced mood.

Sharing some of the brand’s plans to make good gut health more compelling to Malaysians, in line with VITAGEN’s 40th anniversary campaign, Mr. Poh added, “We have an exciting year ahead for VITAGEN. The events and activities surrounding our outreach are backed by research that better gut health improves overall wellbeing.”

Mr Poh was shared with us that to engage the new generation of digital natives, VITAGEN is moving into more engaging strategies such as interactive multimedia and a nationwide roadshow with interactive components that will take the Malaysian public on a journey into our digestive system. As the good gut health expert, VITAGEN believes good health starts from the gut.

Good gut health is increasingly important as Malaysians face health challenges linked to sedentary lifestyles, stress and increasing consumption of fast food that may be low in fibre and low in good bacteria. Digestive system plays important role to keep us in optimum healthy condition.

Studies have shown that gut health is linked to obesity. Malaysia has the dubious distinction of being among the fattest countries in the region[1]. The prevalence of adults who are overweight is up to 30%[2]. Obese Malaysians make up 17.7% of the total population[3]. This combination means that almost half the country’s population are either overweight or obese.

Diseases of the digestive system, or gut, are listed as among the 10 principal causes of hospitalisation (9.14%)[4] and death (3.81%)[5] in private hospitals, while colorectal cancer is ranked as the second most common cancer among Malaysians[6] at a high 12.1%. Many of us are having busy lifestyle with work and family and sometimes unable to eat proper meal according to the timing and lack of drinking plenty of water. It will definitely effects on our digestive system. 

Many ailments including stress, seemingly unrelated to the human digestive system are caused by gut problems. A healthy lifestyle, which is adequate of sleeping hours, workout to detox and eat healthy with correct timing. Understanding how the gut works and how to care for it is essential to overall wellbeing.

VITAGEN, Malaysia’s first and No. 1 cultured milk drink that has grown alongside generations of Malaysians, kick-started the celebration of its 40th anniversary with the introduction of its, ‘A Better Gut Begins with VITAGEN’ campaign, as an extension of the brand’s far-reaching digestive health education and awareness initiative.

Pioneer of the industry and custodian of digestive care, the iconic cultured milk drink has been an integral part of Malaysians’ everyday lives for 40 years. VITAGEN contains billions of good bacteria with live, active cultures of Lactobacillus acidophilus and Lactobacillus casei. This formulation helps aid the absorption of nutrients from food and stimulates a stronger immune system. It also assists in suppressing the growth of harmful bacteria, reducing the risk of intestinal disturbances for optimal digestive health when consumed.

VITAGEN has been expanding its efforts to promote good gut health to Malaysians through on-going campaigns and activities aimed at creating awareness and forming healthy lifestyle habits about the importance of good gut health.

VITAGEN also catering to Malaysians with specific health and dietary preferences with reduced sugar and collagen variants.  Recently the VITAGEN Less Sugar variant was awarded the Healthier Choice logo under the Ministry of Health.

VITAGEN’s General Manager, Mr. Poh Eng Lip said, “Malaysians need to get healthy.  This year, we are employing different strategies and approaches because the traditional discourse of, ‘don’t do this or that because it is bad for you’ does not work with the younger generation.”

VITAGEN has been championing digestive care for the past 40 years through its popular school programmes, collaborations with organisations such as Digestive Health Malaysia and the Nutrition Society of Malaysia as well as sponsorship of sporting and entertainment events, among others.

Happy 40th Birthday VITAGEN! My favourite cultured milk drink from childhood to adulthood. Looking forward “A Better Gut Begins with VITAGEN” campaign! An exciting VITAGEN nationwide campaign going to begin soon!

For exciting activities and offers about VITAGEN and its campaign “A Better Gut Begins with VITAGEN”, please visit:

 “Global, regional, and national prevalence of overweight and obesity in adults during 1980 – 2013,” Global Burden of Disease, The Lancet
[2] 2015 National Health and Morbidity Survey, Malaysia
[3] 2015 National Health and Morbidity Survey, Malaysia
[4] Health Facts 2016, Ministry Of Health Malaysia, Planning Division, Health Informatics Centre
[5] Health Facts 2016, Ministry Of Health Malaysia, Planning Division, Health Informatics Centre
[6] The Malaysian National Cancer Registry Report 2007-2011, which was published by National Cancer Institute on its website in October, 2016.

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