Post-merger IFF Health highlights Howaru’s microbiome benefits in resource hub
03 Nov 2021 --- IFF Health is further consolidating its business with Howaru – formerly part of DuPont – with a new website set to provide technical insights for the industry, which include market intelligence and microbiome innovation resources.
The resource hub aims to allow industry players in the microbiome space source key information such as the science behind probiotic strains and extensive clinical trials.
“By helping users expand their knowledge of emerging strains and formulations, we’re equipping them with the strategies needed to succeed in the ever-evolving health and wellness space,” Jennifer Montgomery, global brand manager for IFF Health, says.
Information is key
Industry players in the microbiome space know that the only way to remain competitive in the rapidly expanding supplement market is by sourcing efficacious, targeted strains and formulating them in new delivery formats, IFF Health notes.
“Our goal was to create a go-to hub that empowers brands to understand the full life cycle of a strain and formulation development and equip them with the resources needed to feel confident in formulating their next-level product,” says Natalia Melo, North America commercial marketing manager for IFF Health.
A monthly podcast series will also be available, focusing on microbiome innovation and intelligence, while targeting emerging brands and product categories.
Resources will also be available for the growing space for personalized nutrition. Brand owners will be able to explore probiotic and botanical combinations and learn about possibilities for finished formats at the IFF Health Concept Lab. [720x720].jpg)
The resource hub aims to offer industry players technical insights.
New developments following merge
Howaro is one of DuPont Nutrition & Biosciences’ brands, which completed its merger with IFF in February. The development was described as “pivotal” for IFF’s ambitions to expand beyond flavors.
Last month, IFF Health insiders told NutritionInsight about each company’s synergistic capacities.
“DuPont brought science to the table, IFF brought production and extraction expertise. It’s a bit like a marriage between science, creativity, R&D and application technologies,” said Beau Bogemans, global marketing strategist for IFF Health.
“It’s a new journey for us and being stronger in the dietary supplements and natural food segment, putting new ingredients together, minds and teams,” noted Vanessa Azevedo, marketing manager for dairy & probiotics supplements in the EMEA region for IFF.
Botanicals were described as the star of the portfolio, with many developments expected in 2022 ranging from products on women’s health, digestive health, immune health and detox.
Edited by Andria Kades
