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News & Views


Elephant Atta starts healthier lifestyle movement


South Asian chapatti flour brand Elephant Atta has launched a new campaign aimed at inspiring women to lead the way in changing unhealthy food and lifestyle habits amongst the UK’s South Asian population.The new cam- paign plans to utilise their influence, alongside the brand’s own health cre- dentials, to create a movement which affects not only individual households but also the wider community.


An increasing number of South Asians in the UK are at high risk of develop- ing health conditions such as heart disease, blood pressure and diabetes, which can be prevented by making simple lifestyle changes. Elephant Atta flour, which is consumed daily in over 50% of South Asian households in the UK, has taken the responsibility of spreading the message of a healthier lifestyle amongst its target audience with its new brand campaign.


Spice Business Magazine


Elephant Atta says it wants to mobil- ise everyday women and mothers who recognise the importance of nutri- tional eating, to lead the way in cre- ating this health revolution amongst South Asians. The campaign is an opportunity for the brand to actively encourage more South Asians to find out about the simple ways in which they can improve their health whether through reducing their salt and sugar intake or taking up more physical activity. Elephant Atta flour is naturally low in salt, sugar and saturated fat and is a great source of fibre which makes it the perfect choice of chapatti flour for South Asian households.


The new campaign went live in early March with a national TV and point of sale campaign leading into a wider marketing campaign for the brand’s golden jubilee birthday in 2012. Elephant Atta flour has also refreshed


32 March 2011


its pack to include a heart shaped pink scarf around the iconic Mother and Daughter imagery, while the new pack will highlight the key health benefits of the brand.


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