Hindustan Unilever Limited (HUL) has launched Amaze Brainfood under the Kissan brand. Each serving of Amaze Brainfood is specifically designed to give children 33% of the required dosage of nutrients for mental development daily,based on international dietary recommendations for school going children. Amaze, now available in all leading retail outlets across Tamil Nadu, Karnataka and Andhra Pradesh is currently available in three different formats- Bars (33gm), Bites (30gm) and Smart Mix (150 gm & 400gm) in various exciting flavours. Amaze is all set to become a healthy and easy choice and it not only delivers key brain nutrients on a wholesome base, it is also delicious and available in formats readily acceptable by the children.

Hindustan Unilever Limited (HUL) has launched Amaze Brainfood under the Kissan brand. Each serving of Amaze Brainfood is specifically designed to give children 33% of the required dosage of nutrients for mental development daily,based on international dietary recommendations for school going children. Amaze, now available in all leading retail outlets across Tamil Nadu, Karnataka and Andhra Pradesh is currently available in three different formats- Bars (33gm), Bites (30gm) and Smart Mix (150 gm & 400gm) in various exciting flavours. Amaze is all set to become a healthy and easy choice and it not only delivers key brain nutrients on a wholesome base, it is also delicious and available in formats readily acceptable by the children.

Amaze is a product that has come after 4 years of research and development at Unilever’s Research Centre (HLRC). The product has been designed in a manner that important nutrients are made available and easily taken up by the body. Amaze is a wholesome nutritional product and 100% vegetarian. It also provides other nutrients needed for the healthy development of a child such as Protein, omega 3 and 6 fatty acids, Vitamin A, Vitamin C and Calcium. In addition, sugar, salt and saturated fats are kept to a minimum as these are undesirable in excessive quantities, as identified by the FAO/WHO.

According to Sidharth Singh, Category Head, Hindustan Unilever Limited, "It is vital to give children a good start in life and good nutrition is key for developing their brain and body to its full potential. Increased urbanisation, changing diets and lifestyles have lead to imbalanced diets and high intake of empty calories. Amaze provides a nutritious option to the mothers who find it difficult to feed their children with nutrient rich foods children need for proper growth and development. It would easily fit into the normal meal moments of a child and is a wholesome alternative to unhealthy snacks which children tend to get attracted to."

Nutrition plays a very important role and has a long lasting effect on mental development. The key micro-nutrients which are essential for mental development are-Iron, iodine, zinc, vitamin B2, B6, B12 and Folate. These have a positive impact on the structure and functioning of the brain. Good nutrition is essential for the brain development of every child and FOOD is the main source of these brain nutrients as the body cannot make them on its own.

Director, Nutrition and Health, Hindustan Unilever Limited, Asia Swati Gupte commented, "For optimal mental development, there are several important requirements; stimulating environment, good education, parental careand a nutritious diet. Mothers know what needs to be done to sharpen their children’s minds, when it comes to extracurricular activities, like playing chess and scrabble or attending special tuitions and camps. When it comes to food, they are unsure and always looking for advice and might miss out on the importance of feeding their children’s’ brain with the right kind of foods/ right nutrition.Amaze Brain food has a great appealing taste and a promise of nutrition that makes it trustworthy for mothers to fill the nutrient intakegap by providing the childwithimportant nutrientswhich especially support mental development.

Combining nutrition and health in a product is not good enough, children should also love the products and AMAZE fulfils this requirement. It is a tasty and delicious brain food for children.

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Hindustan Unilever Limited (HUL) is India’s largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians. HUL’s mission is to "add vitality to life" through its presence in over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. The company meets everyday needs for nutrition, hygiene, and personal care, with brands that help people feel good, look good and get more out of life.

Kissan is a 50 year plus brand and is today one of the most trusted food brands in the country for mothers & children. Kissan makes deliciously wholesome products for kids to grow up to. It is a pioneer & market leader in all the categories that it operates in, namely Jams, Ketchup & Squash.

NOTES TO EDITORS

1) Amaze Bars (33gms) in two flavors, milky mango and orange honey is priced at Rs. 15/-

2) Amaze Bites (30gms) in chocolate and strawberry flavor are available in Rs.13/-

(30gms) in chocolate and strawberry flavor are available in Rs.13/-

3) Amaze Smart Mix in chocolate and vanilla flavor is priced at Rs. 70 and Rs. 140 for 150gm and 400gm respectively.

in chocolate and vanilla flavor is priced at Rs. 70 and Rs. 140 for 150gm and 400gm respectively.

4) Omega 3 and Omega 6 fatty acids: These are essential fatty acids that have to be obtained from the diet and cannot be synthesized by the body. Omega 3 and 6 fatty acids are known to be important for structure and also functioning of the brain. We have incorporated these in adequate quantities in Amaze products to support the normal growth and development of the brain of growing children.

: These are essential fatty acids that have to be obtained from the diet and cannot be synthesized by the body. Omega 3 and 6 fatty acids are known to be important for structure and also functioning of the brain. We have incorporated these in adequate quantities in Amaze products to support the normal growth and development of the brain of growing children.

5) Wholesome Nutritional Product: Each serve of Amaze Brainfood product provides as much Iron as 500g of spinach, as much Omega 6 as 12 almonds, as much Vitamin C as 2 fresh oranges, as much Vitamin A as 2 mangoes, as much vitamin B2 as 1 boiled egg, as much Vitamin B6 as four fresh tomatoes, as much vitamin B12 as 150 ml whole milk, as much zinc as 28 walnuts and as much Folate as one cup of cooked rice.