BASF Introduces New Brand For The Human Nutrition Market

14 May 2013 --- On the occasion of the trade shows Vitafoods Europe 2013 in Geneva and IFIA Japan 2013 in Tokyo, BASF will officially launch its global brand Newtrition, which is dedicated to the human nutrition market, as well as its new global market initiative Live Newtrition.

Both the brand and the market initiative tie in with BASF’s Think Newtrition campaign, evolving it to the next level.

Newtrition : A brand that makes a difference

The Newtrition brand stands for the creation of Newtrition for better lives: The key is to gain a deep understanding of consumer needs and to use this knowledge to develop innovative new solutions in close partnership with the customers. This involves researching issues like changing nutritional concerns, demographic shifts, health awareness, eating habits, and the different cultural aspects of the global markets. “BASF goes food,” said Michael Ceranski, Senior Vice President of BASF’s Human Nutrition business unit. “As the genuine partner along the entire human nutrition value chain, we want to help our customers to create attractive new products that people around the world need, like and love.” He added: “We are aware that brands are one of our customers’ most valuable assets. Newtrition ™ provides an opportunity to make a difference in the human nutrition market, enabling our customers to strengthen their brands and business.”

The products and innovative concepts that BASF Human Nutrition will present at Vitafoods Europe (Geneva, May 14-16, booth 18035) and at IFIA Japan (Tokyo, May 15-17, booth BC 122) specifically express BASF’s mindset as the leading partner for market-oriented solutions and a driving force for modern nutrition.

Vitafoods Europe: BASF presents its omega-3 portfolio

With the recent acquisitions of Equateq Ltd., now BASF Pharma (Callanish), and Pronova BioPharma ASA, BASF has broadened its range of omega-3 products for the human nutrition and pharmaceutical industries and is now one of the leading players in the omega-3 market. The proven benefits of omega-3 fatty acids are valuable for consumers at all stages of life. With its constituents EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid), omega-3 supports the health of the heart, brain, bones and eyes. BASF’s omega-3 product range is specifically designed to fit the respective requirements of, for instance, pregnant women and their unborn children, as well as supporting a balanced midlife and an active life for the elderly. The delivery forms range from powders to oils, such as Omevital, Dry n-3, Crystalpure and PronovaPure. This allows easy application in soft or hard gelatin capsules and liquid preparations to prevent and treat cardiovascular and cerebral diseases, the onset of which can be affected by EPA and DHA deficiency.

Vitafoods Europe: BASF pre-launches Apocarotenal 2 CWD

Vitafoods Europe offers an exceptional opportunity for BASF to pre-launch its latest colorant. As a nature-identical ingredient for beverages, dairy and confectionary, Apocarotenal 2 CWD impresses with its pH-independent coloring shades and low dosage . Furthermore, it is free from allergens, and is kosher and halal. It s cold-water-dispersible powder formulation offers the option of replacing artificial colorants on a long-term basis.

IFIA Japan: Heart-shaped capsules with plant sterols and omega-3 fatty acids

Currently over 23% of the Japanese population is 65 years or older – one of the highest proportions of elderly in the world. With age comes an increased risk of heart disease and other health problems related to metabolic syndrome. The heart-shaped capsule is a naturally-sourced formula with scientifically-proven benefits. Vegapure plant sterol esters reduce cholesterol absorption by competing with cholesterol in the small intestine. Omevital omega-3 fatty acids reduce the risk of cardiovascular and cerebral diseases.


The natural trend is growing. Japanese consumers have long been among the most demanding in the world when it comes to naturally-sourced ingredients. A perfect solution to this strong market preference is detailed in the presentation entitled, "Dunaliella salina carotene and Lutein Ester". The seminar will be conducted from 16:00 to 16:30 on May 17 as part of the Carotenoid Association seminar. Detailed information on Dunaliella salina carotene and Lutein ester will be presented.