Last month, Nestlé launched a milk powder in China for people over the age of 50, to help their brains stay fitter for longer.
It’s a remarkable ambition. The Yiyang brand already offers an array of protein and nutrition powders for adult nutrition.
This goes further in seeking to improve brain response and memory, thereby delaying the effects of ageing.
The market could be huge as the proportion of the Chinese population over 50 is expected to rise from the current 28% to around 50% by 2050.
“As an old Chinese saying goes, ‘diet cures more than the doctors’,” a Nestlé representative commented.