Chivita Celebrates Second Annual World Juice Day with Focus on Immunity

On October 17, 2020, Chivita, a prominent fruit juice brand in Nigeria, celebrated its second Annual Chivita World Juice Day in Lagos. The initiative by CHI Limited, the producers of Chivita, is aimed at encouraging the consumption of 100% fruit juice to enhance health and well-being among Nigerians. This year's theme, 'Fruit Juice: The Smart Secret of Boosting Immunity,' was selected to highlight the benefits of consuming pure fruit juice in supporting the immune system.

Deepanjan Roy, Managing Director of CHI Limited, emphasized the role of 100% fruit juice consumption as an essential choice for bolstering immune defense during the COVID-19 era and beyond. He noted that the pandemic has increased awareness regarding healthy diets and lifestyles globally.

The event included participation from health and nutrition experts who shared insights on the significance of fruit juice in building immunity. Mrs. Adejoke Adeniji, a Principal Dietician at the National Orthopedic Hospital Igbobi, articulated how 100% fruit juice is a rich source of nutrients that supports the immune system by counteracting free radicals and reducing fatigue.

While fruit juice is not claimed to prevent COVID-19, Mrs. Adeniji stated that regular consumption can increase the intake of Vitamin-C and folate, thereby optimizing immune function. CHI Limited initiated various promotional activities to boost consumer engagement, including appearances on national television, radio campaigns, social media interactions, and in-store promotions.

Since its incorporation in 1980, CHI Limited has established itself as a leader in Nigeria's food and beverage sector, known for high-quality products in the juice, dairy, and snacks categories. The company employs advanced technology in its production and has a significant employment impact in Nigeria, providing jobs to thousands directly and indirectly through an extensive distribution network across the country.