ADM: Soy + Natural E = Success In Nutraceuticals
Within a much larger multinational conglomerate, Archer Daniels Midland (ADM), Decatur, IL, runs a very successful nutraceuticals division based on its strong position in natural source vitamin E and a complete range of soy products. The division thrives on the support of a corporate parent that has been a powerhouse in the agribusiness industry for nearly a century.
At ADM, soy has been a key focus since the health claim was approved, according to Anthony DeLio, president, Protein Specialties and Nutraceutical Division. “We are in a unique position as we can offer a complete range of soy products, including soy flour with 50% protein, soy concentrate with 70% protein and soy isolate with 90% soy protein,” he said. “We can also source beans or do identity preservation for the export market. We are one-stop shopping for soy protein.”
ADM was also one of the first on the market with an isoflavone product under the “Novasoy” brand, which has been doing well for the company. ADM recently completed an isoflavone awareness study, where 1100+ people were polled. According to Mr. DeLio, 40% were aware of isoflavones; of these, almost 30% were aware of Novasoy. “In addition, we had 49% awareness in our target group of women aged 45-54,” he said.
ADM continues to work on growing soy’s scope with ongoing product development work. A particular area of interest recently has been the potential use of isoflavones in the area of prostate health. ADM is currently funding a study with Loyola University on this topic; results are due by year-end. Commenting on research in general, Mr. DeLio said, “Heart health has gotten a lot of attention recently because there are easy biomarkers. Cancer is a harder challenge, but we need definitive science. We want to help our customers by providing the science behind these products.”
ADM is also working to promote the health benefits of soy, under the “NutriSoy” branding program, with its sponsorship of a national Heart Walk program with the American Heart Association. ADM has committed to a three-year sponsorship, which will include a presence at various walks nationwide, a CD entitled “It’s All About a Strong Beat,” and information about the benefits of soy products.
ADM’s other concentration currently is its natural source vitamin E, which has gained awareness since the recommended RDI increase earlier this year. This is another area where ADM has been talking to consumers. “Our market research has shown that about two thirds of consumers think they are taking natural source vitamin E, but only about one fourth are,” said Mr. DeLio. “As a result, we’ve launched a $2 million education campaign to teach consumers.” The campaign revolves around a natural source vitamin E symbol (pictured here) that allows consumers to quickly identify which products include natural rather than synthetic E. So far, said Mr. DeLio, in just one account, sales have increased 22% after six weeks in the program. ADM is also launching a television and print advertising campaign and speaking to healthcare professionals about the benefits of natural source vitamin E.
Finally, new products are a focus at ADM, said Mr. DeLio. “We are working specifically on the sterol area,” he said, “as we have seen increased demand for phytosterol products.” These new products will be launched in the near future under the “CardioAid” brand name. In addition, Mr. DeLio said there is a whole range of new products in the pipeline.
ADM Nutraceutical Division
4666 Faries Parkway
Decatur, IL 62526
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