Cognis Introduces Expanded Portfolio of Natural Plant Sterols

18/11/05 Cognis Nutrition & Health, the world’s largest producer of phytosterols, is unveiling an expanded portfolio of Vegapure natural plant sterol and sterol ester ingredients for heart health at the SupplySide West international trade show and conference. New to Cognis’ phytosterol family is Vegapure FS, a free sterol ground powder, ideal for tablets and functional foods.  To meet the increasing regulatory requirements worldwide, Cognis is also introducing three new, non-GM (genetically-modified), IP (identity-preserved) sterol and sterol ester products developed for tablets, soft-gels, two-piece hard shells and functional foods.
 
“With over 50 percent of American households managing their cholesterol, there’s a huge opportunity for makers of functional foods and dietary supplements -- if you have the right product,” said Laura Troha, Cognis’ Vegapure Marketing Manager.  “Cognis’ expanded line of seven Vegapure sterols and sterol esters makes it ‘simple’ to customize products with a natural, safe ingredient clinically proven to lower cholesterol.”
 
The FDA has recognized phytosterols as an effective way to lower cholesterol and reduce cardiovascular disease risk.  Ms. Troha explained that Cognis partners with manufacturers to apply this powerful message in product packaging and consumer marketing.  Show attendees will be the first to see the new Vegapure integrated marketing campaign based on a consistent theme targeted at the manufacturer, retailer and consumer.
 
“Vegapure is everything consumers want in a heart health product, so beginning next February, it will be marketed to the public under the new co-branding name, Heart Choice™.  The new campaign, including public relations and advertising, is expected to build awareness and demand for Heart Choice™ throughout 2006 and beyond.  We will work in partnership with our customers to help pull sales through at the retail level.”
 
She pointed out that consumer awareness for the heart health benefits of  phytosterols is higher in Europe than in the United States.  “We offer the broadest product range of non-GM phytosterols which is of particular interest to manufacturers selling products in Europe where recent regulations now require labelling for GM ingredients in products categorized as foods.  We have an interesting trade-off underway with our European colleagues educating us when it comes to phystosterols and foods, while we seem to be leading the way in dietary supplements.”

The announcement of Cognis’ expanded Vegapure line follows the opening in July of its new $25 million high-performance facility in Illertissen, Germany built to increase capacity of sterol esters and Tonalin CLA for body composition. “This state-of-the-art facility means Cognis has abundant supply of sterols and sterol esters, and can tailor production according to your precise formulation and manufacturing needs.  We can provide exactly what you want, when you need it,” said Ms. Troha.