BASF Unveils New Think Newtrition Marketing Initative

Several months after its completion of the Cognis takeover, BASF has systematically evolved Cognis’ former business approach “Newtrition - Eat.Feel.Live.” to form the new integrated approach.

Sep 7 2011 --- At the first Vitafoods Asia trade show, which started in Hong Kong, BASF is presenting Think Newtrition. With this initiative BASF aims to support its customers in meeting the needs of today’s consumers as their awareness of the balance between nutrition and well-being increases.

BASF therefore follows the underlying principle “Think business to consumer and act business to business” and has systematically evolved its successful “Newtrition – Eat.Feel.Live.” concept to align nutrition products with market demands and to strengthen customer brands. The aim is to tackle key market challenges in close cooperation with customers and to develop nutrition solutions with well-being and health benefits that differentiate customers’ brands from the competition.

Several months after its completion of the Cognis takeover, BASF has systematically evolved Cognis’ former business approach “Newtrition - Eat.Feel.Live.” to form the new integrated approach. “It is important to identify and understand the demands of consumers and to answer challenges with an integrated approach,” comments Claudia Guterl, Vice President Global Marketing Human Nutrition BASF. That’s why BASF follows the underlying principle of “thinking business to consumer and acting business to business” and offers its customers complete solutions, including scientific backing, marketing support and formulation concepts.

The market initiative takes into account key needs relating to health and well-being, for example, vitality, fitness, joy, pleasure, inner balance and protection, which represent areas where BASF can shape the benefits offered by its customers’ nutrition products.

Amongst the innovative concepts and finished products on display, visitors to Vitafoods Asia can try for example a heart healthy coffee containing plant sterols for reducing cholesterol. Visitors can also choose convenient to use Tonalin CLA one shots delivered in ampoules – as issues of weight management and body fat reduction are ever-present in the minds of consumers. BASF is also offering visitors samples of stick packs that deliver an innovative combination of health effects containing Omega-3 + Vitamin E.

“Demand for healthy yet convenient nutrition solutions is at an all-time high,” says Dr. Massimo Armada, Senior Vice President Human Nutrition BASF. “With Think Newtrition, we aim to start a dialog with the key players in the market that will help us serve unmet consumer needs, and anticipate future issues. It represents a future-oriented approach for customers that are striving to enhance their products and add health appeal to their brands.”

Seven prototype formulation concepts based on the Think Newtrition approach will be on show at booth 130, where experts from BASF will also be present to discuss recent innovations in the nutrition market. On September 8, Dr. David Cai, Senior Manager, Scientific and Regulatory Affairs, BASF Human Nutrition, will give a presentation entitled “Building your Brand on Science-based Marketing”, and this too will touch on Think Newtrition and related health solutions.

BASF – platinum sponsor of Vitafoods Asia – will also highlight its Sustainability, Eco-Efficiency and Traceability (S.E.T.) initiative at the trade show. This program is designed to help customers deliver more sustainable and eco-efficient products with full traceability of ingredients. “Utilizing the earth’s resources in a way that is as environmentally and economically sustainable as possible is a challenge that we all must face,” comments Cristian Barcan, Global S.E.T. manager for BASF. “Our industry also has to ensure value-chain transparency for food safety. The program’s three core values of sustainability, eco-efficiency and traceability deliver on these needs.” BASF’s S.E.T. initiative will be the subject of a seminar entitled “Tracing the Journey to Producing More Sustainable Goods” held by Barcan on September 7.