The sunshine vitamin: Avonmore Super Milk launches ambitious health project

Avonnmore Super Milk had a relationshp with the Mercer Instutute for decades
Avonnmore Super Milk has had a relationship with the Mercer Instutute for decades

Avonmore Super Milk has announced an exciting new partnership with St. James's Hospital, specifically The Mercer Institute for Successful Ageing, and Trinity College. The objective of the project is to investigate bone health and vitamin D levels among Irish people.



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31 May 2019 | 0

The Mercer Institute for Successful Ageing (MISA), at St James’s Hospital and Trinity College Dublin has announced a partnership with Avonmore Super Milk to investigate bone health and vitamin D levels among Irish people. The objective has been cited as a shared goal between the well-known and regarded milk brand and the Institute, which is to promote the importance of maintaining a healthy lifestyle and also of consuming vitamin D, essential for healthy bones and teeth.

The project will see a team from MISA analyse approximately 10,000 blood samples from people of all ages. The results will be published later this year in a bid to create better awareness around the importance of Vitamin D, and to encourage the nation to invest in its bone health for healthier ageing.

Vitamin D is known as the ‘sunshine vitamin’ because bodies can produce it from the sun. Unfortunately, in Ireland there is not enough hours of sunlight for people to get adequate Vitamin D.

Prof. J. Bernard Walsh, Clinical Professor, Trinity College Dublin, Bone Health and Osteoporosis Unit at MISA, said the launch of this study builds on a collaboration between MISA and Avonmore that dates back 30 years, to when Super Milk was originally launched. “Our past research clearly showed that Vitamin D fortified milk was very effective in raising Vitamin D levels,” he said, “and we look forward to sharing the results of our new research in due course.”

Eoin Doyle, Head of Marketing at Glanbia Consumer Foods added that Avonmore Super Milk has indeed been at the forefront of promoting bone health and Vitamin D consumption since it was first launched three decades ago. “We are proud to be partnering with MISA on this substantial body of research,” said Doyle, “and we look forward to gaining a greater insight through the results of the study.”

Based in St James’ Hospital, Dublin’s MISA is a state-of-the-art-facility for integrated clinical services and a hub for world-leading research. It promotes coordinated patient care, coupled with far-reaching educational and training programmes with the ultimate aim of advancing conditions for successful ageing.

The easiest way to ensure adequate Vitamin D levels is by actively consuming food and drinks that are a good source of Vitamin D, such as tuna and mackerel and foods fortified with vitamin D such as Avonmore Super Milk. A 250ml* glass of Avonmore Super Milk provides 100% of a person’s EU recommended Vitamin D intake, and is therefore one of the simplest ways to help ensure adequate intake of “the sunshine vitamin”.

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