New Double-Calcium Milk May Reduce Risk of Osteoporosis, USA

Main Category: Bones / Orthopedics
Article Date: 28 Oct 2004 - 13:00 PDT

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The majority of Americans do not get enough calcium in their diet, nearly 75 percent of women and 50 percent of men1 according to the United States Department of Agriculture (USDA). And only 14 percent of teen girls and 35 percent of teen boys are meeting the 1989 Recommended Dietary Allowance (RDA).2 This deficit is a crippling statistic considering how critical calcium is to the body's infrastructure. But now with the innovation of a double-calcium fluid milk, every cookie dunk, spoonful of cereal and breakfast smoothie can provide twice the nutrient that can help reduce the risk of osteoporosis, keep teeth strong, battle high blood pressure and may even aid weight loss as part of a reduced calorie diet.

CALCIMILK®, a fortified line of great-tasting, farm-fresh milk made with a patented calcium ingredient, contains double the calcium of any other fluid milk, which boosts the value from 300 mg per eight-ounce serving to a whopping 600 mg. Made from fresh cow's milk, there is no "chalky" taste associated with other calcium-fortified products; it is creamy, flavorful, whole, reduced fat (two percent) and fat-free milk.

To debut the product and alert consumers to the latest news on the osteoporosis front, CALCIMILK® is partnering with the Foundation for Osteoporosis Research and Education (FORE) to provide educational materials, free CALCIMILK® samples and free bone density screenings this holiday season at the Westfield Shoppingtown Valley Fair in Santa Clara, CA, on November 11 and the Westfied Shoppingtown Galleria at Roseville in Sacramento, CA, on November 12.

Shoppers can't miss the riveting 10-foot-tall CALCIMILK® carton display; they will then do a double-take when they see sets of twins as Brand Ambassadors, challenging shoppers to lower the "Calcium Deficit" by taking a sip of the new milk. Consumers can see for themselves on the interactive exhibit that with every sample of CALCIMILK® consumed, a running tally of their community's calcium deficit is reduced. Sampling will continue during mall hours Thursdays through Sundays until December 12.

About Calcium And Osteoporosis

"Contrary to popular belief, osteoporosis is not an 'old woman's disease.' Even young celebrities are in the news on the subject. People are shocked to discover bone loss can start at an early age in some individuals," said Maureen Conway, director of nutrition services and communications at McNeil Nutritionals, LLC, a Johnson & Johnson company, the marketers of CALCIMILK®. She continued, "When consumers began to forgo milk for other less nutritionally-dense beverages, we exchanged refreshment for the nourishment that historically contributed to healthier bones. That is one reason why osteoporosis today is more prevalent."

"Everyone from the mildly health-conscious to parents who have difficulty getting their children to drink milk can now achieve extra calcium with less hassle," notes Conway.

And while it is important for children and adolescents to receive the recommended amount of calcium because their bones are still growing and need the nourishment, total bone mass in humans peaks at around age 30, making it a priority that adults get enough calcium and exercise to keep their bones and health in top-notch condition. Nearly 75 percent of women and 50 percent of men do not get the calcium they need.1

The National Academy of Sciences, Institute of Medicine recommends the consumption of calcium for optimum bone health; children and adolescents ages nine-18 require 1300 mg of calcium per day, which is the equivalent of just two-three glasses of CALCIMILK®, but four-five glasses of regular milk. Adults should continue to monitor their calcium intake to ensure that they are receiving about 1000-1200 mg daily to help keep bones strong and healthy in their later years.3

Getting enough of this mineral every day, over a lifetime, will help prevent bone-thinning, which can gradually lead to bone fractures, stooped posture and loss of height. The benefits of a calcium-rich diet results in other health rewards, as well. According to the scientific literature, correlations have been made indicating that adequate amounts of dietary calcium may play an integral role in maintaining normal blood pressure.4

"To get the same amount of calcium as one glass of CALCIMILK®, one would have to eat nearly 20 cups of cooked broccoli, five cups of cooked red beans or two and one half cups of cooked spinach,"5 said Conway.

For more information about CALCIMILK®, phone toll-free 1-800-266-9096.

About McNeil Nutritionals, LLC

McNeil Nutritionals, LLC, a Johnson & Johnson company, is a global marketer of innovative nutritional products. The company's mission is to give people the ability to actively manage their own health. In addition to CALCIMILK®, McNeil Nutritionals' major brands include SPLENDA® No Calorie Sweetener, SPLENDA® Sugar Blend for Baking, VIACTIV® Soft Calcium Chews, VIACTIV® Multi-Vitamin Chews, LACTAID® Milk and Dietary Supplements and BENECOL® Spreads and Smart Chews. McNeil Nutritionals, LLC, is headquartered in Fort Washington, PA.

Sources:

1 USDA Continuing Survey of Food Intakes by Individuals, 1994-1996.

2 USDA Continuing Survey of Food Intakes by Individuals, 1994, Table 3 from National Institutes of Health, National Institute of Child Health and Human Development Health Research Fact Sheet for Healthcare Professionals, accessed on October 10, 2004: www.nichd.nih.gov/milk/healthresearch/fact_sheet.cfm

3 Recommendations based on the Dietary Reference Intakes for Calcium, National Academy of Sciences, 1997.

4 Osborne CG, McTyre RB, Dudek J, et al. Evidence for the Relationship of Calcium to Blood Pressure. Nutrition Reviews, 1996.

5 USDA Nutrient Database: one cup of broccoli cooked = 31 mg of calcium; one cup of red kidney beans cooked = 117 mg of calcium; one cup of spinach cooked = 245 mg of calcium.

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