Icy Pole: A High Iodine Content Food Product for Pregnant Women

This report proposes the development of Icy Pole, a food product enriched with iodine to address the prevalent issue of iodine deficiency in pregnant women. It discusses the advantages and disadvantages of the product, as well as the feasible plan to address the identified issues.

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Icy Pole
A High Iodine Content Food Product to Improve the Health of Pregnant Women
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Table of Contents
Executive Summary...................................................................................................................3
Introduction................................................................................................................................4
Identification of Need.............................................................................................................4
Rationale.................................................................................................................................4
Commercial and Marketing Considerations...............................................................................4
Intellectual Property Issues.....................................................................................................4
Compliance with Government Regulations............................................................................5
Consumer Acceptance and Education....................................................................................5
Advantages to the Consumer..................................................................................................5
Disadvantages to the Consumer.............................................................................................5
Advantages and Disadvantages to the Producer.....................................................................6
Feasible Plan to Address the Identified Issues...........................................................................6
Conclusion and Future Considerations......................................................................................6
References..................................................................................................................................7

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Executive Summary
This report seeks to present a proposed development of ‘Icy Pole’, a food product that
targets the pregnant women majorly. This product consists of amino acids, fruit, coconut
water and iodine. This food product is enriched with iodine since iodine helps in the healthy
development of a foetus’ brain and regulation of the baby’s metabolism. Icy pole addresses
the issue of iodine deficiency as well as the side effects of high iodine intake. The deficiency
of iodine in a pregnant woman causes inadequate supply of iodine to the foetus resulting to
growth deficit in the baby. Severe inadequacy of iodine in a pregnant woman is associated
with the risks of unplanned abortion, mental retardation, miscarriages and growth deficit
(Simpong, et al., 2018). Foods such as fish, milk and seaweed have small amounts of iodine
while salt has high amounts of iodine (Pehrsson, et al., 2016). This food product provides
solution to the problem iodine deficiency and excess intake of iodine because the amount of
iodine is regulated.

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Introduction
Identification of Need
Majority of the pregnant women in Australia are suffering from iodine deficiency. A
research in Australia indicates more than 50% of the pregnant women in the country are
lacking iodine which puts the development of the foetus’ brain at risk (Iodine Global
Network, 2018). Underdevelopment of the foetus brain leads to poorer intelligence and
increases the risks of difficulties in learning. Despite the deficiency of iodine in pregnant
women being prevalent, there aren’t any common foods that meet the iodine content required
by pregnant women. A pregnant woman requires an average of 220μg per day, however,
common foods provide up to 160μg only (Nutrition Australia, 2018). Icy pole can be made to
meet the requirements of pregnant women.
It is therefore evident that foods rich in iodine are on high demand by pregnant
women in order to avoid the risk of mental retardation in the baby. Iodine deficiency also
leads to goitre which is a condition whereby the neck swells due to the broadening of the
thyroid gland (Pehrsson, et al., 2016). The necessity of iodine in pregnant women is
inevitable.
Rationale
The food product ‘Icy Pole’ is a fundamental requirement in the supply iodine content
to pregnant women. Icy Pole is the solution towards the problem of iodine deficiency in
pregnant women. Government support and validation is the only lacking component in the
production of Icy Pole. Scientifically, Icy Pole is healthy for consumption in terms of iodine
supply to pregnant women. However, there are barriers that are likely to affect the production
of Icy Pole. Rallying the targeted group (pregnant women) to consume this food product will
be difficult. The safety of some of the components of the food product, for instance, amino
acids has to subject to question for a long time. The food production has not been tested and
proven to be successful and effective yet and considering that pregnant women are a delicate
species, most of them or rather all of them might not be willing to try out this new food
product. Lack of knowledge about iodine and its importance to the growth and brain
development of the foetus is also a barrier to consumption of Icy Pole (Goodall, et al., 2013).
Commercial and Marketing Considerations
Intellectual Property Issues
There are very many copyrights on dairy products that are active in Australia. Dairy
products contain high levels of iodine. However, there are no copyrights, neither nationally or
internationally, regarding iodine and icy pole production. Patents will be used in order to

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avoid infringements in the production of this food product (Food Standards Autsralia New
Zealand, 2016). Production rights will exclusively prevent illegal production by other people.
The product name intended; ‘Icy Pole’ is not registered under any company in Australia
therefore it may be produced and consumed without infringing on intellectual property rights
at all.
Compliance with Government Regulations
Considering that ‘Icy Pole’ will be sold as an Iodine rich product, it must comply with
Standard 2.1.1 of the Australia New Zealand Food Standards Code that fortifies iodine
inclusion in food production especially bread (Food Standards Autsralia New Zealand, 2016).
The government introduced mandatory fortification of iodine in order to address the
increasing issue of Iodine deficiency in Australia, more so in pregnant women. Increased
iodine in diets on food products is not likely to harm individuals who are sensitive to iodine
therefore it is safe to the general population. The risk if the fortification of iodine is very low
across the general population. Icy Pole requires a maximum of 220μg fortification of iodine
in order to meet the average quantity required by pregnant women daily (Goodall, et al.,
2013). This will enable the food product meet the nutrient claims of Australian health
officers. Icy Pole requires market clearance since it cannot be sold before it is approved by
the Australian food standards department. Several information and labelling requirements
will also be needed before the product is manufactured.
Consumer Acceptance and Education
Rising demand of iodine rich products in Australia by pregnant women is an
advantage to the food product (Hynes, et al., 2018). However, consumers should be informed
on the advantages of Icy Pole in iodine supply over other products such as bread.
Advantages to the Consumer
Icy Pole is expected to improve the health outcomes of children to women who
consume the product. The risk of mental retardation, low intelligence levels, poor metabolism
and swollen thyroid glands in children is greatly reduced (Nutrition Australia, 2018). The
food product provides consumers with a definite option of iodine supply especially the
pregnant women.
Disadvantages to the Consumer
The other ingredients of the food products such as amino acids might not be safe for
consumption by the targeted group (Wong, 2018). Apart from that, the food product is likely
to be expensive considering that it is a perfect solution for iodine supply to those suffering
from the deficiency of iodine as well as goitre.

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Advantages and Disadvantages to the Producer
Icy Pole is likely to benefit manufacturers in terms of profits and sales since it is
evident that iodine rich products are in demand among the pregnant women which is the main
group targeted by manufacturers of the product (Pehrsson, et al., 2016).
On the other hand, manufacturers are also likely to encounter barriers while
manufacturing the food product. Being a new product in the market, a market clearance is
required. The costs of marketing and that of the ingredients are also likely to be high. The
manufacturers therefore risk incurring losses.
Feasible Plan to Address the Identified Issues
The strategies needed to solve the imminent barriers include submitting an application
the Australian department in charge of food standards for a market approval. Using the press
as an advertisement tool is likely to boost the products sales and avoid other unnecessary
marketing costs. Buying the ingredients from cheap suppliers is also important. The
manufactures could also conduct further research on the product before releasing it to the
public (Food Standards Autsralia New Zealand, 2016). A crusade just for launching the
product should be organized in order to increase the consumers’ knowledge of the product
and make them accept the product.
Conclusion and Future Considerations
Icy Pole is a food product that targets pregnant women in Australia. Further research
should be conducted on the product in order to have a scientific backing while manufacturing
the product. Partnership with other companies could as well be sought in order to increase
sales. Incorporation of consumer friendly ingredients would address the issue of possible side
effects to the target group (Food Standards Autsralia New Zealand, 2016). Appropriate and
satisfactory advertising will address the issue of consumer acceptance.

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References
Food Standards Autsralia New Zealand, 2016. Iodine fortification, s.l.: Food Standards
Autsralia New Zealand.
Goodall, S., Norman, R. & Gallego, G., 2013. Cost-effectiveness Analysis of Iodine
Fortification in Australia and New Zealand, Sydney: Centre for Health Economics Research
and Evaluation.
Hynes, K. L. et al., 2018. Iodine adequacy in Tasmania sustained after 7 years of mandatory
bread fortification. Medical Journal Australia, 208(3).
Iodine Global Network, 2018. Iodine Global Network. [Online]
Available at: www.ign.org/half-of-pregnant-women-in-australia-may-be-iodine-deficient.htm
[Accessed 25 September 2018].
Nutrition Australia, 2018. Nutrition Australia. [Online]
Available at: www.nutritionaustralia.org
[Accessed 25 September 2018].
Pehrsson, P. R. et al., 2016. Iodine in food- and dietary supplement- composition databases.
The American Journal of Clinical Nutrition, 104(3).
Simpong, D. L. et al., 2018. High Iodine Deficiency among Pregnant Women in Periurban
Ghana: A Hospital-Based Longitudanal Study. Journal of Nutrition and Metabolism, Volume
2018, pp. 1-5.
Wong, C., 2018. Are Amino Acids Safe in Pregnancy. verywellfamily.