Mayssoun Azzam, respected Arab political journalist and news presenter for Al Arabiya, has become the new face of Nescafé's latest campaign to highlight the health benefits of coffee and to address the myths surrounding habitual coffee drinking. The campaign commenced in 2009, after more and more scientific studies revealed the health benefits of moderate coffee consumption. In particular, cumulative research showed that coffee is naturally rich in antioxidants, which help prevent cell damage and contribute to overall good health and wellbeing.
"Mayssoun is the perfect choice to represent NESCAFÉ Red Mug. She has dedicated her career to the pursuit of hard facts, showing the truth behind stereotypes and misconceptions. She represents the ambitious, intelligent and well balanced woman – someone who NESCAFÉ Red Mug drinkers in this region can relate to," said Sherilla Bayona, Group Product Manager (coffee) of Nestlé Middle East.
Commented Mayssoun Azzam: "I have drunk at least three cups of coffee each day since I was 19 years old. I begin my day with a newspaper and a cup of NESCAFÉ Red Mug - it tastes great, stimulates my senses and gives me a revitalizing morning experience. I drink another cup in the afternoon to give me a physical boost to take care of my children or do some exercise. With two children and a demanding job I have a very hectic schedule and this is one of the small pleasures which I would never give up - this new research gives me an extra reason to enjoy my favorite cup of coffee, knowing that I'm reaping health benefits as well as enjoying the great taste."
The aim of the campaign is to communicate the findings of scientific studies showing that coffee is the number one dietary contributor of antioxidants for moderate coffee drinkers, accounting for approximately 60% of the total antioxidant intake as part of the daily balanced diet. In addition, the study showed that drinking coffee in moderation (3-4 cups per day) does not result in any adverse health effects and in fact provides a number of scientifically proven health benefits including improved mental and physical performance, as well as enhancing the mood.
Said Lynn Al Khatib, Corporate Nutritionist, Nestlé Middle East: "It is a common misconception that coffee is not good for you. This myth is largely based on the results of early research conducted in the 1970s and 1980s which researched the effect of excessive coffee consumption (over 7 cups per day) and did not take into account lifestyle factors such as unbalanced diets and lack of physical activity. We now know that not only is coffee safe when drunk in moderation, but that it is a significant source of Polyphenols, antioxidants known to help fight free radicals and thus defend against the effects of oxidation."
Al Katib continued, "Air pollution, lack of physical activity, stress and lack of sleep are all factors which contribute to cell oxidation. High levels of antioxidants can be found in dark fruits & vegetables such as prunes and blueberries, however as coffee is already a part of the daily routine for many busy men and women, it provides an excellent daily source of antioxidants."
Key facts about the positive health benefits of coffee:
Drinking coffee in moderation (3-4 cups per day) provides 60% of the body's daily intake of antioxidants NESCAFÉ Red Mug contains 100% pure coffee and water onlyDecaffeinated coffee contains almost as many antioxidants as caffeinated coffeeCaffeine is scientifically proven to improve physical and mental performance by increasing mental alertness and boosting energy levels prior to exercise
Common coffee myths debunked:
Drinking coffee leads to dehydration - when consumed in moderation, coffee did not show any diuretic effect, rather research has shown that it actually contributes to the daily fluid intake Coffee is bad for the heart – as part of a healthy balanced diet, moderate consumption of coffee has not been proven to be associated with development of any cardio-vascular problemsCoffee causes osteoporosis – Moderate coffee consumption has not been proven to cause osteoporosis. Caffeine does produce a small increase in calcium excretion and a very small decrease in calcium absorption. However the body compensates for this by decreasing calcium excretion 2-3 hours later so the net effect on calcium is unchanged.
