Through its subsidiary of PT Saka Farma Laboratories (Kalbe Consumer Health) and the brand Cerebrofort, PT Kalbe Farma Tbk (Kalbe) shows their support towards optimum nutrition as a recipe for Generation Alpha (Gen Alpha) to be champions. Gen Alpha, which is a generation of children being born in 2010-2025 in a digital era, grows up in a very different environment than the previous generations did. These children’s access to technology since their early ages shape their mind set, how they learn, and their unique social interactions. Therefore, to make champions out of Gen Alpha there is a necessity of supplementing them with the right nutrients.
“Nutrients are the key towards a child’s growth and development, however, children also need stimulation to support their cleverness and creativity. We are aware on the importance of this, and, in line with Kalbe’s commitment of Bersama Sehatkan Bangsa (Together, We Make The Nation Healthy), Kalbe Consumer Health wants to provide more than just nutrition. For more than 50 years in Indonesia, Cerebrofort has accompanied Indonesian families as the vitamin of smart children,” says the President Director of Kalbe Consumer Health, Tunghadi Indra,during an event that holds the theme of Nutrisi Optimal, Stimulasi Maksimal, Bekal Gen Alpha Jadi Juara (Optimum Nutrition, Maximum Stimulation, for Gen Alpha Champions) at Rockstar Academy, Gajah Mada Plaza.
“Cerebrofort collaborates with Rockstar Academy. We want to pave the way for Indonesia’s Gen Alpha children to grow to be smart individuals who are strong physically, mentally, and emotionally. We hope that children of Gen Alpha are also able to cooperate, solve problems, and can be ready in embracing the challenges in this era that continues to be more competitive,” Tunghadi adds.
A pediatrician that also acts as a neurology and children’s growth and d evelopment consultant, dr. Attila Dewanti, Sp.A(K), welcomes the support of nutrients for Gen Alpha. The doctor thinks that Gen Alpha needs the right nutrients because lifestyle and eating pattern can improve cognitive abilities significantly for children, affecting their learning process in a way that helps their brain cells create new connections in various areas.
However, as digital natives who are familiar with digital technology, Gen Alpha faces their own challenges: a sedentary lifestyle and overexposure to screens. These conditions result in lack of physical activities and unhealthy eating patterns. Thus, to be able to prepare towards a bright future for Gen Alpha, parents would need to support them through the fulfillment of their nutrient needs in an optimum way, combining it with maximum stimulations.
“Optimum nutrients make the base for children’s brain development. The brain regulates all systems of the body and influence Gen Alpha’s cognitive abilities. Children’s brain develop really fast that it reaches three times of its capacity during the ages of 1-nearly 6 years old. The brain’s development requires optimum nutrition and maximum stimulation. Every day stimulation will be absorbed by the brain and creates new interneural connections or more complex synapses, which results in a more intelligent children. The performance of the brain will be more optimum if it is supported by nutrients intake like fish oil that contains AA, DHA, and EPA that makes it easier for the nerves of the brain to send and receive impulse signals from all parts of the body. With an optimum nutrition and maximum physical nutrition, a child’s cognitive abilities will be able to grow better,” explains dr. Attila.
The Head of Vitamin Category of Kalbe Consumer Health, Adelia Theresia, adds that Gen Alpha faces two big challenges to become future leaders. The first is the challenge to be able to think critically, because Gen Alpha will find complex situations that require creative and effective solutions. Gen Alpha would also need to be able to adapt to fast-paced changes. Due to these two challenges, as a multivitamin brand Cerebrofort realizes that children need important nutrients to support for a healthy brain and body development.
“Cerebrofort comes with good fish oil that contains AA, DHA, and EPA to support the growth of children’s intelligence and various multivitamins that are crucial for children’s growth and development. By giving them the required nutrition, we can help Gen Alpha achieve each of their maximum potential. As of now, Cerebrofort comes in two formats that children will love, Cerebrofort Gold Syrup and Cerebrofort Marine Gummy,” says Adelia Theresia.
Aside from an optimum nutrition, physical stimulation through exercises can stimulate the brain and improve its blood flow. These will help develop children’s cognitive abilities. Regular physical activities in Gen Alpha can help improve memory, problem-solving skills, emotional intelligence, and social skills. All of these are important pillars to ensure the success of Gen Alpha in this digitalization era. Cerebrofort is ready to answer for these needs by collaborating with Rockstar Academy, that is know to be able to help children develop their talents and skills through creative and fun ways.
“Rockstar Academy understands the importance to provide a balanced place for children’s physical and cognitive skills’ development and their social-emotional aspects. We have various exercise and art programs that we design towards achieving this goal through innovative learning. Aside from physical health, our programs encourage discipline, collaboration, perseverance, and abilities that affect all aspects of children’s life, including how children manage their screen time effectively. These characteristics of Gen Alpha will be required to make them future leaders,” concludes the Group Activity and Marketing Country Manager of Rockstar Academy, Chebotar Elena.
Elena emphasizes that children who regularly exercise will not only be more fit, but they will also develop healthier habits like managing screen time and maintaining focus. Rockstar Academy also offers a good environment where physical activities become a fun part and it is ensured that children can find the balance between digital games and being physically active..
Meanwhile, as an effort to give holistic support for Gen Alpha to be smart, resilient, and creative, Cerebrofort and Rockstar Academy forms a strategic collaboration for the future. Their commitment of care is proven through the Gerakan 1 Juta Gen Alpha Juara (1 Million Gen Alpha Champions Movement) education program.
Kalbe Consumer Health at a Glance
As a part of Kalbe Group, PT Sakafarma Laboratories – that has been handling Kalbe Farma’s over-the-counter (OTC) medicines under the name of Kalbe Consumer Health since 1956 – tries to support towards a healthier life for the people through various preventative, active, and treatment products for the health of the body. In accordance with PT Kalbe Farma’s vision and mission, Kalbe Consumer Health has mutually supportive vision and mision towards the goal of achieving a better life.
Vision
To be the most trusted & innovative healthcare company for a meaningful life
Mission
To provide the best-in-class & easy-to-access healthcare solutions
Cerebrofort at a Glance
Cerebrofort has accompanied Indonesian families since 1972 as the go-to-vitamin for smart children. Cerebrofot believes that nutrients are the key of children’s growth and development. Cerebrofort comes with good fish oil that contains AA, DHA, EPA, and complete multivitamins that support children’s growth and development. Cerebrofort comes in two formats that children like, Cerebrofort Gold Syrup and Cerebrofort Marine Gummy.
Kalbe at a Glance
PT Kalbe Farma Tbk (Kalbe) was established in 1966 and is one of the biggest public pharmaceutical companies in Southeast Asia. Kalbe has four main divisions that handle a portfolio of dependable and various brands: the prescription pharmaceutical division, the health products division that handles over-the-counter drugs, multivitamins, and ready-to-serve supplemental drinks, the nutritions division, and the distribution & logistics division.
Kalbe has also developed B2B-based digital services ecosystems for the society: EMOS and MOSTRANS. EMOS is an order management application system that helps distribution channels perform their stock or supply chain management actions. MOSTRANS is a B2B transportation solution provider for the easy management and the efficiency of transportation.
Kalbe now has more than 49 subsidiaries and 14 international-standard production facilities, supported by around 16,000 employees in 71 branches throughout Indonesia. Kalbe’s shares have been listed in Indonesia Stock Exchange/Bursa Efek Indonesia (IDX:KLBF) since 1991. For more information, please visit https://www.kalbe.co.id/