Fighting together for an iron strong generation

Anemia is public health concern, particularly affecting young children as well as pregnant and post-partum women. Globally, over 40% of children* under 5 are anemic.  Iron deficiency is the leading cause of anemia, a condition affecting the early development of millions of children, in the African, Middle Eastern and Asian (AMEA) regions.

Yet, despite its prevalence, Iron Deficiency Anaemia (ID)A often goes unrecognised. Early symptoms—such as fatigue, weakened immunity, and poor appetite—are frequently misinterpreted as unrelated health concerns or dismissed as typical childhood experiences.

Prevention in early childhood is essential, when cognitive, physical and emotional development are most critical. Ensuring proper nutrition and an iron-rich diet in particular, alongside simple preventive measures, serves as a powerful lever- both for the health of the children and societies at large. 

Iron Up! is the first global program of its kind, build on decades of experience in supporting the health of children through early life nutrition, dedicated to fostering an iron-strong generation of children worldwide.

Focusing on regions where IDA is prevalent, such as Southeast Asia and Africa, IronUp! follows a systemic approach to prevent iron deficiency anaemia during the most critical years of life. The program is structured around three mutually reinforcing pillars:

• Make IDA top of mind
• Partner for systemic change
• Serve superior, affordable and unique iron-rich solutions

To address Iron Deficiency Anemia (IDA), it must be visible. Raising awareness of its causes, symptoms and long-term consequences enable caregivers, health care professionals and decision makers to take meaningful action.

And early detection is essential. That’s why partnering with governments, NGOs, and medical societies is at the core of Danone’s efforts to integrate IDA screening and nutrition into national child health strategies. We are working together with health workers in providing non-invasive screening tools, such as the Iron Risk Screener —a simple digital questionnaire based on iron-rich food categories that helps healthcare professionals and parents assess IDA risk in children aged 6 months to 6 years. Additionally, we leverage a non-invasive tool that measures total hemoglobin (SpHb) levels to screen children and adults for anemia risk. Thanks to these coordinated actions, more than 1.5 million children across Asia, the Middle East, and Africa have already been screened for IDA. 

We recognize the power the right nutrition could have in preventing iron deficiency. That’s why we focus on expanding access to superior, evidence-based nutritional solutions tailored to the specific iron needs of young children. These include formulations that enhance iron absorption through ingredients like vitamin C, inulin, and prebiotics. Formula milks with IronBiotics, Danone’s proprietary innovation, are now available in several markets and deliver up to three times more iron absorption, turning advanced science into meaningful health outcomes.