Social Marketing Company (SMC) has launched its Micronutrient program in Bangladesh through introduction of ''MoniMix'' - a micronutrient powder for simple and convenient in-home food fortification of complementary food to address childhood Iron Deficiency Anemia (IDA).  Ms. Sheri-Nouane Johnson, Director, PHN Team, USAID, Dhaka and Mr. Jalaluddin Ahmed, Chairperson, Board of Directors, SMC, were present at the official launching program on May 14, 2008 at SMC Head office. The objective of the micronutrient program is to help improve nutritional status of under-five children, particularly of those with childhood Iron Deficiency Anemia (IDA), to increase knowledge and awareness among parents and health service providers about the importance of micronutrient containing food and adequate dietary intake, and to promote exclusive breastfeeding and proper complementary feeding of nutrition rich foods.

In Bangladesh about 64% of the children aged 6-23 months and 42% aged 24-59 months suffer from Iron Deficiency Anemia (IDA). The increased burden of anemia specifically among infants and children calls for urgent action, especially in view of the devastating impact on cognitive and motor development of an entire generation of children and the vast economic losses at present as well as in the future. 

Responding to the challenge of devastating consequences of IDA, Sprinkles Global Health Initiatives (SGHI), University of Toronto, Canada developed "Sprinkles", which was supported by global research and strong advocacy activities from leading international development agencies. In Bangladesh Social Marketing Company (SMC) introduces "Sprinkles" in the brand name of "MoniMix" in manufacturing partnership with Renata Ltd. MoniMix is a small packet of micronutrient powder containing iron and some other essential vitamins and minerals, which can be easily mixed at home to fortify food of children.

In many countries including Bangladesh, Pakistan and Sri Lanka, home fortification of complementary foods with powdered micronutrient powder has been adopted as a new public health strategy to control IDA among infants and children.