Cognis Takes Co-branding Approach for Sterols

Cognis' extensive line of Vegapure natural plant sterols and sterol esters are now marketed to consumers under the brand name "Heart Choice".

Cognis Nutrition & Health, the world’s largest producer of natural phytosterols, has launched a consumer website as part of a new co-branding marketing program to educate consumers about the cholesterol-lowering benefits of natural plant sterols. Cognis' extensive line of Vegapure natural plant sterols and sterol esters are now marketed to consumers under the brand name "Heart Choice".

Unveiled in February to coincide with American Heart Health month, www.heart-choice.com is a one-stop shopping portal for information, including answers to frequently-asked questions about cholesterol as well as a locator for products containing Heart Choice.

The new website is being launched in conjunction with The Vitamin Shoppe's introduction of its "Heart Choice™ natural plant sterols" dietary supplement. “Cognis is actively working with customers like The Vitamin Shoppe to raise consumer awareness on the heart health benefits of these powerful ingredients,” said Laura Troha, Marketing Manager, Cognis Nutrition & Health. “We bring our customers a competitive advantage by providing them with the support they need to grow sales at the consumer level with targeted marketing programs including this new website, advertising, public relations, and in-store point-of-sale materials.”

“In doing our homework we identified some major areas that needed to be addressed in educating consumers about the health benefits of natural plants sterols. The bottom line is consumers want products that are safe and effective.” Ms. Troha explained that this website is part of a broader program to communicate the science so it’s easy to understand, using messages and formats that consumers can relate to.

Cognis is also running advertisements in leading consumer health publications like Total Health and Alternative Medicine. Ads will also appear on Health Centers Online, the leading internet site for heart patient education. “Together these programs will give consumers credible, science-based information that they can use in their healthcare purchasing decisions,” Ms. Troha said.

The consumer campaign for Heart Choice™ is running in-parallel to a new advertising campaign for the Vegapure® brand at the trade level. Brand marketers interested in learning more about the Heart Choice™ co-branding marketing program can contacty Laura Troha at +1 708-579-6173 or laura.troha@cognis.com..