Middle East & North Africa

Countries with an IronUp! Presence

Egypt
Jordan
Algeria
Lebanon
United Arab Emirates
Pakistan

Regional Context and Challenges

Iron Deficiency Anemia (IDA) is a serious health issue across the Middle East and North Africa (MENA). In a study conducted across Jordan, Kuwait, Lebanon, Saudi Arabia, and the United Arab Emirates, about one in four children showed signs of anemia using non-invasive Hb devices (Inati et al., ESPGHAN 2025). The study looked at 986 children between 1 and 6 years old and found similar rates of anemia among boys and girls. 

Iron deficiency rarely comes up in routine pediatric check-ups. Outside the major cities, doctors are often too busy, and visits are too short to cover it in depth. Many families, especially those on lower incomes, are not familiar with iron-rich diets and fortified foods, and many have had little to no nutrition education.  

Key Country-Level Statistics

23%

In Lebanon, approximately 23% of children aged 1-6 years are at risk of anemia (Iron Strong Study).

22%

In Jordan, approximately 22% of children aged 1-6 years are identified as at risk of anemia (Iron Strong Study).

21%

In the UAE, around 21% of children aged 1-6 years at risk are at risk of anemia (Iron Strong Study)

~40%

Anemia affects ~40% of children under five, largely due to iron deficiency, in Egypt.

30-36%

In Algeria, about 30% of children under five and 36% of women aged 15 to 49 have anemia, and roughly half of those cases are caused by iron deficiency. (Public Health Nutrition, 2023)

The IronUp! Program: Danone's Framework for Action

Iron Up! is the first global program of its kind that is set to positively impact the health of young children around the world at risk of or impacted by IDA.

Under IronUp!, Danone accelerates its decades-long effort across three foundational pillars of increasing awareness of IDA, partnerships to positively impact health and science-based, consumer-centric nutritional solutions. This is reflected in Danone's public commitment to deliver 14 million screenings between 2026 and 2030 and ambition that screening becomes routine for all children as part of effective IDA prevention.

Make – Partner – Serve is Danone’s strategic framework that guides the IronUp! Program.

Make

IDA top-of-mind for all key stakeholders

Partner

For systemic change

With superior, affordable, unique solutions

Serve

IronUp!’s Approach to Make Across MENA

In MENA, IronUp! is advancing a range of research and screening initiatives aimed at improving the early detection and prevention of Iron Deficiency Anemia. These efforts include the Iron Strong Study, alongside the use of non-invasive Hb devices to screen children during their routine visits inside clinics and hospitals along with awareness days and community outreach activities.

In May 2025, IronUp! also launched the Iron Intake Questionnaire (IronQ), a new tool designed to help identify children at risk of anemia earlier and more efficiently.

On the ground, IronUp! combines research with broad public engagement and healthcare professional education. Campaigns have included television awareness initiatives aimed at the general public, conversations with mothers in clinics, WhatsApp-based updates for pharmacies, and non-invasive Hb device screenings conducted by doctors at kindergarten events.

To further strengthen prevention and early intervention efforts, Danone has also developed an iron education toolkit for healthcare professionals.

How does IronUp! MAKE IDA Top-of-Mind for All Key Stakeholders?

Runs in-person mass screening campaigns at vaccination centres using non-invasive Hb devices and ongoing digital screening campaigns with the Iron Intake Questionnaire (IronQ)
Raises awareness among HCPs on IDA burden
Organizes events on the important of nutrition on IDA for HCPs
Conducts multi-scale engagements for HCPs through roundtables and regional symposiums
Dedicates full Danone teams on the ground in key markets with communication toolkits to support in the education of parents and children on screening

IronUp!’s Approach to Partner Across MENA

In MENA, Danone’s strategy is grounded in science and medical credibility. IronUp! engages doctors and healthcare professionals through medical representatives, scientific events, and social media education to expand awareness and strengthen understanding of IDA. At the same time, Danone is collaborating with leading regional medical experts to develop a consensus document that will provide governments with clear, evidence-based recommendations for addressing IDA across the region.

A central focus of IronUp!’s work in MENA has been building a strong network of partners and advocates to help drive long-term change. This includes engaging key regulators, pediatricians, and health influencers, while strengthening partnerships with governments and medical institutions. Major engagement platforms include the International Paediatric Summit in Dubai, regular small-group meetings with pediatricians across multiple countries, and a newly established Advisory Board that brings together regional experts to align on strategies and accelerate action on IDA prevention and awareness.

How does IronUp! PARTNER with Local Authorities and Key Stakeholders for Systemic Change?

Develops a consensus document for government use  
Manages Juniors’ IDA Program in Governmental University Hospitals 
Works with Ministries of Health and pediatric societies 
Establishes regional advisory boards on IDA

IronUp!’s Approach to Serve Across MENA

As a result of rising food prices and economic pressures limit access to iron-rich foods and common diets that prioritize bread + tea, low-iron weaning, and cow’s milk often reduce iron intake and absorption, Danone has prioritized superior and affordable solutions for IDA in MENA.

In response, Danone has prioritized the development of affordable, science-based solutions to help address IDA in the region. In 2025, with the launch of the IronBiotics in Egypt, Bebelac changed the conversation around IDA in the market by bringing the right formula to enhance iron absorption for young children and raised awareness among parents and HCPs on the issue. In Lebanon, Danone launched a new format of the formula Bledina that better enhances iron absorption and is now available at a considerably lower price to foster affordability and accessibility.