Background & Business Goals
The domestic senior care food market is entering a period of growth as our society ages. However, the general awareness of protein intake in Korea - an important nutrient for the middle and older age groups to keep up with their muscular heath - remains low. While daily protein consumption guidelines advise around 1.0 to 1.2 g of protein per 1 kg of body weight, more than half of Korean citizens aged 60 or older don't consume enough protein. It is important for Maeil Dairy to create a campaign that educates people on the importance of...