Amway Launches Global Effort to Fight Childhood Malnutrition

NUTRILITE™ Power of 5 Campaign works to get children proper nutrition during the critical first 5 years of life

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Apr 28, 2014, 10:50 ET

ADA, Mich., April 28, 2014 /PRNewswire/ -- Amway today announced the launch of a global effort to fight childhood malnutrition, called the NUTRILITE™ Power of 5 Campaign.

Leveraging the contents of NUTRILITE^™ LITTLE BITS^™ supplement, a one-gram nutrient powder packet containing 15 vitamins and minerals, the Power of 5 Campaign organizes efforts to deliver the essential daily nutrients contained in NUTRILITE LITTLE BITS supplement to in-need children – age six months to five years old – supporting healthy growth and development.

Nutrilite Power of 5 Logo (PRNewsFoto/Amway)

NUTRILITE Little Bits Power of 5 Campaign Infographic (PRNewsFoto/Amway)

"Our goal is to expand NUTRILITE LITTLE BITS supplement to a total of 17 countries by 2016," said Amway Chairman Steve Van Andel. "We want to help more children reach their fifth birthday and get a healthier start in life. The NUTRILITE Power of 5 Campaign brings powerful resources together to address a critical malnutrition situation and we are very pleased to be part of the worldwide solution."

Non-governmental organizations (NGOs), Amway Business Owners and the NUTRILITE brand of vitamins and dietary supplements will team together to make the campaign a reality. People around the world will be able to support the distribution of NUTRILITE LITTLE BITS supplements to in-need children as well. Contributions to the NUTRILITE Power of 5 Campaign can be made at Nutrilite.com/littlebits.

"The development of LITTLE BITS supplement and the NUTRILITE Power of 5 Campaign will have a huge impact on the lives of malnourished children around the world," said Liz McLaughlin, CARE associate vice president for Institutional Fundraising & Partnerships. "We are pleased to work with Amway and the NUTRILITE brand to promote stronger, healthier communities and we are excited about the results of the NUTRILITE Power of 5 Campaign. When you mobilize resources from all around the globe, the outcome is sure to be impactful."

Amway and Nutrilite are already working with the CARE™ organization and local humanitarian organizations to provide NUTRILITE LITTLE BITS supplements to nearly 3,000 children in Mexico and Zambia. This relationship will continue as the program grows.

According to the World Health Organization (WHO), roughly seven million children under age 5 die each year from preventable causes and malnutrition is the underlying cause of 45 percent of these deaths. Their young brains and bodies do not develop properly and the effects of this early deprivation are lasting.

About CARE
Founded in 1945 with the creation of the CARE Package, CARE™ is a leading humanitarian organization fighting global poverty. The CARE organization places special focus on working alongside poor girls and women because, equipped with the proper resources, they have the power to lift whole families and entire communities out of poverty. Last year, the CARE organization worked in 84 countries and reached 83 million people around the world. More information is available at CARE.org.

About NUTRILITE
Celebrating 80 years in 2014, NUTRILITE exclusively by Amway is the world's No. 1 selling vitamins and dietary supplements brand.* Backed by 80 years of science and research, the Nutrilite team has perfected a proprietary "seed to supplement" practice to preserve potency and maximize the consistency, efficacy and safety of our products. NUTRILITE products are developed for personal daily nutrition, heart health, strong bones and weight management. More information is available at facebook.com/Nutrilite or @Nutrilite.

* Source: Euromonitor International Limited, www.euromonitor.com/amway-claims.

About Amway
Amway is an $11.8 billion direct-selling business based in Ada, Michigan, USA. Top-selling brands for Amway are NUTRILITE™ vitamin, mineral and dietary supplements, ARTISTRY™ skincare and color cosmetics, and eSpring™ water treatment systems – all sold exclusively by Amway Business Owners. Global sales in 2013 made Amway the #1 direct selling business in the world, according to the Direct Selling News 2014 Global 100. For company news, visit globalnews.amway.com.

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SOURCE Amway