Cognis Creates Newtrition Wellness Concept

Cognis Nutrition & Health has developed its own wellness-based model for aligning products and solutions with market demands, offering ideas for modern nutrition that make people feel good and strengthen customers’ brands.

1 Jun 2010 --- The global food and beverage market is seeing enormous change. More and more consumers not only expect products to provide them with the necessary nutrition and health benefits, but also to enhance their sense of well-being and pleasure. With its “Newtrition – Eat. Feel. Live.” concept, Cognis Nutrition & Health has developed its own wellness-based model for aligning products and solutions with market demands, offering ideas for modern nutrition that make people feel good and strengthen customers’ brands.

First launched at the Vitafoods trade show in Geneva in May 2009, the “Newtrition – Eat. Feel. Live.” strategy is now being rolled out worldwide. An updated Nutrition & Health section on Cognis’ website provides customers, journalists and the general public with detailed information about the concept. The aim of Newtrition is to help customers to develop products with real well-being benefits to set their brands apart from the competition. The products involve up to four wellness dimensions: emotional perception, taste, effect and convenience.

By focusing on these dimensions and with its formulation, application and ingredient know-how, Cognis delivers solutions that can turn products into a well-being experience. Consumers can benefit from convenient and effective dietary supplements as well as tasty food and beverages that help boost their vitality, beauty, inner balance and protects against negative influences. For example, yogurts and smoothies with Tonalin CLA (conjugated linoleic acid) may help consumers achieve their ideal body composition, targeting the beauty trend. Vegapure plant sterols and sterol esters are proven cholesterol-reducing agents, while a tantalizing ice tea blended with chilling Plantalin lemon balm can help increase alertness or calm down the mind.

The Newtrition concept is all about better serving customers by understanding what consumers want. “We know that people want to feel good and improve their quality of life. With Newtrition, our aim is to help our customers to develop natural-based products with real well-being benefits for the consumer,” says Gerhard Lobmaier, Vice President Marketing, Value Chain and Portfolio Nutrition & Health. “The feedback we have received on this strategy from our customers has been extremely positive, as it gives them an opportunity to make their brands stand out from the competition.”