Gnosis by Lesaffre unveils business strategy focalizing biotransformation and fermentation
07 Oct 2020 --- Gnosis by Lesaffre has revealed its fully integrated brand and business strategy two years after it was created as a business unit the Lesaffre Group. Biotransformation is at the center of the business’s approach, Philippe Caillat, global marketing director, tells NutritionInsight.
“The term may be unfamiliar to some in the industry, but it refers to fermentation and other natural processing methods that involve transforming compounds within a living system,” adds general manager Marc Philouze.
The business uses living microorganisms to transform compounds into usable nutritional actives, probiotics, and nutritional and functional yeasts.
Philouze believes that the potential of biotransformation is limitless. “It’s truly an untapped, transformative resource that will help us develop natural, sustainable and efficacious solutions for our partners.”
Defining key markets
Caillat notes that in order to thrive, all parts of the body must be functioning at their best. This is how the key market segments were determined. They are:
- Wellness and immune health: Immunity, daily nutrition, cardiovascular health, beauty and general well-being.
- Digestion and gut health: Microbiome balance, digestive comfort and liver health support.
- Mobility and joint health: Bone health, muscle health and sports nutrition.
- Reproduction and women’s health: Vaginal care, urinary health, fertility, pregnancy and menopause.
- Mood and cognitive health: Cognition, stress and anxiety.
Building awareness
Caillat notes that in the past, the business focused solely on building awareness for its ingredients, such as Quatrefolic and Lynside nutritional yeasts.
This strategy dates back to November 2018, when Lesaffre Human Care was officially combined with Gnosis Advanced Biotech.
“At the same time, we have been building our expertise and market leadership for our key market segments, so we are proud to bring those to the forefront of our brand strategy.”
This new strategy dates back to November 2018, when Lesaffre Human Care was officially combined with Gnosis Advanced Biotech. “With that came our new name and our new logo. We are excited to now finally share our fully integrated brand,” Caillat concludes.
The business has also been bolstering the scientific backing of its ingredients. Earlier this year, Gnosis by Lesaffre highlighted a review detailing the potential mechanisms of Quatreflora Biotic, used for vaginal infections caused by fungi and bacteria.
Meanwhile, a study in February found that its ibSium yeast strain can provide abdominal pain relief and improve bowel habits as well as stool consistency.
By Katherine Durrell
