Elephant Atta launches the first chapatti flour high in Vitamin D

(Samaj Weekly)

Elephant Atta, the nation’s favourite chapatti flour brand* has added the sunshine vitamin to their atta.

This latest addition to their range of Medium atta variants is high in Vitamin D which is good for your teeth, bones, muscles and supports the normal function of the immune system.** The number one source of Vitamin D is the sun, but as the days get shorter and winter approaches it gets harder to absorb enough of it. According to Public Health England, 1 in 5 people in the UK have low levels of Vitamin D*** with people of South Asian heritage potentially at a higher risk****making this a very exciting and highly relevant new product to hit the shelves

Consumers can rest assured that there is absolutely no compromise on taste either, their chapattis will be as delicious as always, just with added health benefits for the whole family.

The atta is suitable for those following a vegetarian or vegan diet and is packed in recyclable paper bags.

Elephant Atta Medium with Vitamin D is available in 10kg and 1.5kg packs at a store near you now. 

*As checked and verified through AC Nielsen scantrack data (May 2020) and ESA an independent audit of 100 South Asian retail stores (March 2020)

**Vitamin D contributes to normal absorption/utilisation of calcium and phosphorus. Vitamin D contributes to the maintenance of normal bones. Vitamin D contributes to the maintenance of normal muscle function. Vitamin D contributes to the maintenance of normal teeth. Vitamin D contributes to the normal function of the immune system.

***National Diet and Nutrition Survey. Findings from the Report of Years 7 and 8 (combined) (2014/2015 – 2015/16).  PHE National Diet and Nutrition Survey (2008 to 2012) shows that 23% of adults aged 19 to 64 years, 21% of adults aged 65 years and above and 22% of children aged 11 to 18 years have low levels of vitamin D in their blood

****Independent Research carried out in 2015 through Quant Edge Online Panel. Sample size 211 Women of South Asian Heritage (Indian, Pakistani, Bangladeshi) and  https://www.nhs.uk/live-well/healthy-body/how-to-get-vitamin-d-from-sunlight/

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