Mumbai: India has always been prone to the various risks associated with diabetes with the country ranking at the second number after China, and the prevalence rate of the disease set to double in the next 25 years. The major life changes that come with diabetes have also led to dissonance with consumers constantly looking for solutions to help manage diabetes better.

Keeping these alarming figures and consumer needs in mind, the Horlicks Plus range has forayed into the segment of diabetes. Diabetes Plus, introduced by Horlicks, is a nutritional beverage that contains high fibre, which has been designed for Indian adults. Research has shown that a diet rich in fibre helps reduce glucose and lipids in the blood, said the company in a statement.

Horlicks Diabetes Plus has introduced its first TVC to highlight the importance of fibre for diabetic patients.

"Diabetes is equivalent to a pandemic and India is facing an increasing burden of it with 24 Cr diabetics and pre-diabetics. We know that nutrition and lifestyle can play a key role in its management," said HUL vice president of nutrition Krishnan Sundaram. "We are launching Horlicks Diabetes Plus, a supplement specifically formulated for at-risk and diabetic individuals. With our communication, we want to educate consumers about the importance of high fibre for diabetics, and how Diabetes Plus which has dual blend high fibre fulfills 26 per cent of your daily fibre requirement. “

“When anyone is pre-diabetic or a newly diagnosed diabetic, the immediate reaction is to cut down sugar. Our film opens with a middle-aged man worriedly asking about the sugar content of every food placed before him," said FCB India executive creative director Sumitra Sengupta, sharing the creative insights that went into the making of the film. "What starts out as being the correct thing to do, suddenly appears inadequate in the light of the Doctor’s announcement that high fiber helps manage Diabetes. This creates a perfect opportunity to introduce Horlicks Diabetes Plus which fulfills 26% of daily fibre needs. We hope it results in a change in nutritional behaviour too - of not just reducing sugar, but adding fibre too."

Research Society for the Study of Diabetes in India president Dr Banshi Saboo shared the importance of diet and lifestyle for diabetes management as he said, “An unhealthy modern diet and low activity patterns are regarded as major drivers of diabetes increase in India and this needs to change. Studies have shown that fiber-rich diabetes nutrition (FDN) has multiple benefits, including, improvement in glycemic control, reduction in glucose spikes, lowering of plasma lipid concentrations and weight management in T2DM patients.”