To mark World Brain Day, the Enfagrow A+ MindPro: Future Ready A+ Kids Expo Event featured an expert sharing session, introducing a C.O.M.E.L. developmental milestone checklist and more to unlock children’s optimal brain performance

Petaling Jaya, 10 July 2024 – In a significant stride towards enhancing child development in Malaysia, Enfagrow A+ launched their Future Ready A+ Kids Expo Event at 1 Utama Shopping Centre that was officiated by Yang Berhormat Dato Sri Hajah Nancy Shukri, Minister of Women, Family, and Community Development in conjunction with World Brain Day.

The event highlighted how important it is for children’s brains to develop properly and latest evidences behind brain building nutrients such as Milk Fat Globule Membrane (MFGM), play in this process. The event featured talks with experts and introduced the C.O.M.E.L. (Cognitive, Optic, Motor, Emotion, Language) developmental milestone checklist, a handy guide for healthcare professionals to keep track of children’s growth milestones.

Importance of Addressing Nutritional Challenges and Commitment to Child Development

The first five years of a child’s life are critical for brain development, with more than 1 million neural connections forming every second, where 80% – 90% of the child’s brain develops during early childhood.[i] This highlights the crucial role of nutrition in early childhood development, aligning with the Convention on the Rights of the Child (C.R.C.), which recognises all children’s right to healthy food and adequate nutrition[ii].

In her opening speech, Dato Sri Hajah Nancy Shukri shared, “By providing parents with the right tools and education, we can ensure our children have a strong foundation to grow up healthy, secure and prepared for the future challenges of today’s demanding society. I am grateful to private organisations like Mead Johnson Nutrition who share the same vision for the unwavering support to child development and nutrition. Their dedication to fostering a future ready generation is truly inspiring.”

While factors like genetics factor is challenging to change, nutrition is a controllable factor that can be optimised to help children achieve their full brain development potential[iii]. Ms Wong Choy Yee, Country Manager of Mead Johnson Nutrition, Malaysia & Singapore reiterated, “At Mead Johnson Nutrition, we are committed to nurturing a future-ready generation equipped with the necessary life skills, supported by the right nutrition that nourishes brain development in the early years. Enfagrow A+ MindPro formulas, developed through innovative technologies and continuous research with over 100 years, are aimed at ensuring that children receive optimal support for growth and development as well as the C.O.M.E.L. developmental milestone checklist to help monitor and enhance children’s developmental milestones effectively.”

Introducing the C.O.M.E.L. developmental milestone checklist and the Role of MFGM to long-lasting Children’s Brain Development

The C.O.M.E.L. developmental milestone checklist is a monitoring tool co-developed by paediatric experts Dr Rajini and Assoc Prof Dr Norazlin designed for early brain development monitoring, aiding in the timely identification of developmental delays, and enabling prompt interventions. Regular screenings, optimal nutrition, and enriching experiences are crucial for maximising a child’s cognitive potential.

Assoc Prof Dr Norazlin Kamal Nor, Consultant General and Developmental Paediatrician at UKM Children Specialist Hospital emphasised the importance of this holistic approach stating, “Regular brain development monitoring is crucial for early identification of potential delays. The C.O.M.E.L. developmental milestone checklist provides a comprehensive framework to monitor and enhance children’s cognitive, visual, motor, emotional, and language skills. For instance, by age three, a child should be able to assemble a 3–4-piece puzzle, ask questions, match colours, and pedal a tricycle. The C.O.M.E.L. tool helps parents and doctors take early action to impact a child’s development positively.”

Additionally, suboptimal nutrition may deprive a child’s opportunity to reach full brain potential. Research has shown that formula milk supplemented with MFGM, a brain building nutrient, can lead to advantages in cognitive intelligence (IQ, Processing Speed & Visual Spatial Skills) as well as emotional intelligence that lasts beyond 5 years of age.

Future-Ready Kids: Exploring MFGM, Gut-Brain Connection, and Early Developmental Screening

At the Future-Ready A+ Kids Expo, our expert panel delved into these crucial topics. The sharing session involved Assoc Prof Dr Norazlin Kamal Nor and Professor Cheah Pike See, who provided in-depth insights into the importance of early neurodevelopmental screening, role of nutrition in early childhood, and practical advice on nurturing cognitive and emotional growth through nutrition and active participation.

As part of the panel, Professor Cheah Pike See, Head of the Department of Human Anatomy at Universiti Putra Malaysia, explained the critical importance of brain growth during the first five years of life and factors affecting optimal brain development, “Because children have so much to learn in the first few years of life, connections form rapidly between neurons. Factors such as nutrition, and environmental influences play significant roles in shaping the growth of the brain in children. Proper nourishment and healthy digestion are vital to support the formation of brain cells and neural connections. Parent-child interactions and the quality of early experiences are also important in fostering healthy brain development. Providing a nurturing, stimulating, and emotionally supportive environment for a child equips them with the necessary tools to thrive cognitively and emotionally in the long run.

Journey Through Time: Exploring the Science of Child Development with Future-Ready A+ Kids Expo

Partnering with Universiti Putra Malaysia (U.P.M.), the expo offered an engaging Brain Tour highlighting how important proper nutrition is for early childhood development. This interactive experience focused on three key areas: the crucial brain growth in the first five years, how proper nutrition supports cognitive and emotional skills, and engaging educational games designed to test children’s information processing speeds. It promises to be both fun and educational for parents and children alike, making it the perfect opportunity to learn and grow together.

The Enfagrow A+ MindPro: Future Ready A+ Kids Expo Event will be held from July to August in Klang Valley, Penang and Johor Bahru starting with 1 Utama from the 10^th – 14^th July 2024 at L.G. Oval Concourse followed by Queensbay Mall Penang at the Central Atrium from 24^th – 28^th July 2024 and Aeon Tebrau City Mall J.B. at the Central Atrium from 6^th – 11^th August 2024.

Bring your child to the exciting expo and challenge your child’s brain processing speed at the A+ Brain Speedometer Challenge station and stand a chance to win up to RM50,000 worth of prizes. This challenge tests your child’s ability to identify similar items and respond at their fastest speed. It is categorised into 3 different age group from age 1 to 2, Age 3-4 and age 5-6 and top 3 winners from each category will compete at a grand finale and stand a chance to win educational fund!

For more information on the Future-Ready A+ Kids Expo and Enfagrow A+ products, please visit https://www.enfagrow.com.my/

[i] First 1,000 Days – a Critical Time for Children’s Brain Development | Masonic Institute for the Developing Brain (umn.edu) and Harvard University. Brain Acrhitecture. Accessed: February 7, 2024. https://developingchild.harvard.edu/science/key-concepts/brain-architecture/

[ii] Protecting-Childrens-Right-Healthy-Food-Environment.pdf (unicef.org)

[iii] Heuvel, M., Soelen, I., Stam, C., Kahn, R., Boomsma, D., & Pol, H. (2013). Genetic control of functional brain network efficiency in children. European Neuropsychopharmacology, 23, 19-23. https://doi.org/10.1016/j.euroneuro.2012.06.007.