Kappa launched the ExperienceCard program to complement its deep formulation experience with K2 concepts backed by physical products. The 2018 concepts are the result of collaboration between Kappa and industry-leading partners such as Nutrinovate, ConCordix, Unette and Milsing. Each concept product represents an innovation in K2 formulation or dosage technology.
Concepts were designed to solve a market problem or address a consumer group in a novel way. K2VITAL vitamin K2 MK-7 provides the core ingredient in each of the 20 ExperienceCard products. Vitamin K2 targets bone and heart health by 'Putting Calcium in Balance.' The bone and heart-health benefits of K2VITAL are relevant to all consumer types and 10 market categories. Each were available for sampling at the Kappa ‘Diner’ and at tasting and sampling zones throughout the show. For example, K2KIDSVITAL SOFT CHEW (ConCordix) and K2VITAL CHOCO BAR (Milsing) were unveiled at the Tasting Center and K2VITAL Energy Sports Gel (Unette) was showcased in the Sports Nutrition Zone Sampling Bar.
All ExperienceCard concepts are ready-to-launch white-label products that are available for launch as-is or customized to meet consumer, market or brand needs. The 135 bone health, heart health and multivitamin concepts in the 2018 edition of the K2 Formulation LookBook offer additional product opportunities for launch or customization.
Jörg Büttinghaus, Kappa Bioscience VP sales and marketing, explained, “The success of the 2017 ExperienceCard program exceeded even our highest expectations, including one example where we helped a customer launch a new product less than a week after first contact.” He continued, “by investing in R&D, and with our deep formulation and galenical experience, Kappa has helped many customers speed the time to product launch using our K2VITAL ingredient.”
Egil Greve, CEO of Kappa expanded on how the K2 Formulation LookBook provides a strategic roadmap for customers. He noted, “Our customers typically start by launching one or two K2 products that target a specific consumer or market category. As their experience with K2 grows, the LookBook provides concrete examples of how to build or extend market share in other parts of their portfolio.” He added, “The bone and heart-health benefits of K2 are relevant in all stages of life, and K2VITAL provides complimentary health benefits to four top-selling co-ingredients … calcium, magnesium, D3 and omega-3. The LookBook is literally a recipe book for success.”
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Milsing collaborated with Kappa to create K2VITAL CHOCO BAR/CHOCOWISE Strong Bones, a vitamin K2 and D3 product in a chocolate bite dosage format. Strong Bones leverages Preserve Technology manufacturing plus DELTA encapsulated K2 to ensure stability.
Unette’s Tear Top Tube provided innovation for K2VITAL Energy Sports Gel. This vitamin K2 and D3 product launches K2 MK-7 into the sports nutrition and active lifestyles categories in a convenient on-the-go dosage format.
ConCordix and Kappa jointly created K2KIDSVITAL Soft Chew bringing together K2, D3 and omega-3 in one convenient dosage format. K2KIDSVITAL leverages ConCordix Soft Chew technology that combines oil and water soluble in a fruity, kid-friendly soft chew format.
Nutrinovate and Kappa collaborated on K2VITAL Film Strips, which provide vitamins K2 and D3 with an innovative and convenient oral delivery format. K2VITAL Film Strips leverages Functional Film Technology, a thin film that deliver these vitamins directly into the bloodstream through the fine blood vessels in the mouth.
Herkel and Kappa designed K2VITAL MiniTabs which provide the benefits of calcium without the calcium. Minitabs are a compact, easy-to-swallow formulation of vitamins K2 and D3.