Enhancing Micronutrient Powder Uptake in Puntland, Somalia

Micronutrient powder (MNP) uptake in Puntland, Somalia was long held back by low awareness, cultural perceptions, and packaging or messaging that didn't reflect the local context. To change that, the Federal Ministry for Economic Cooperation and Development (BMZ)-funded Grow ENRICH programme introduced Dhallaan Kaabe — an MNP product localized through culturally resonant branding, local language adaptation, and active stakeholder engagement.

The shift paid off. Localized branding significantly improved comprehension among both caregivers and frontline healthcare workers, making the product easier to understand, trust, and use correctly. Since then, coverage and uptake of micronutrient supplementation for children under five have improved substantially — proof that a product designed with a community, not just for it, is far more likely to reach the children who need it most.