09.08.11
With Think Newtrition, BASF, Ludwigshafen, Germany, has launched a new global market initiative to strengthen the company’s position as a partner and driving force in the food, beverages and dietary supplement market segments, while also aligning nutrition products with the needs of consumers.
Think Newtrition will be presented at the Vitafoods Asia tradeshow in Hong Kong from September 7 to 9 for the first time. BASF is launching this new initiative as a response to the rising demand for nutrition solutions that are healthy while also convenient and flavorful. More and more consumers now expect products to be nutritious while at the same time enhancing their sense of well-being.
“With Think Newtrition, we are starting a dialog with the key players in the market that will help us serve and satisfy the food demands of a growing population,” said Dr. Massimo Armada, senior vice president, Human Nutrition, BASF. “It represents a future-focused approach for customers who are striving to enhance their products and add health appeals and well-being benefits to their brands.”
With this new initiative, BASF wants to use its extensive operational, research and development expertise to tackle key market challenges in close cooperation with its customers.
BASF has systematically evolved Cognis’ former business approach “Newtrition – Eat.Feel.Live.” to form the new integrated approach. “It is important to identify and understand the demands of consumers and to answer challenges with an integrated approach,” said Claudia Guterl, vice president, Global Marketing Human Nutrition, BASF. That’s why BASF follows the underlying principle of “thinking business to consumer and acting business to business” and offers its customers complete solutions, including scientific backing, marketing support and formulation concepts.
The market initiative takes into account key needs relating to health and well-being, for example, vitality, fitness, joy, pleasure, inner balance and protection, which represent areas where BASF can shape the benefits offered by its customers’ nutrition products.
Think Newtrition will be presented at the Vitafoods Asia tradeshow in Hong Kong from September 7 to 9 for the first time. BASF is launching this new initiative as a response to the rising demand for nutrition solutions that are healthy while also convenient and flavorful. More and more consumers now expect products to be nutritious while at the same time enhancing their sense of well-being.
“With Think Newtrition, we are starting a dialog with the key players in the market that will help us serve and satisfy the food demands of a growing population,” said Dr. Massimo Armada, senior vice president, Human Nutrition, BASF. “It represents a future-focused approach for customers who are striving to enhance their products and add health appeals and well-being benefits to their brands.”
With this new initiative, BASF wants to use its extensive operational, research and development expertise to tackle key market challenges in close cooperation with its customers.
BASF has systematically evolved Cognis’ former business approach “Newtrition – Eat.Feel.Live.” to form the new integrated approach. “It is important to identify and understand the demands of consumers and to answer challenges with an integrated approach,” said Claudia Guterl, vice president, Global Marketing Human Nutrition, BASF. That’s why BASF follows the underlying principle of “thinking business to consumer and acting business to business” and offers its customers complete solutions, including scientific backing, marketing support and formulation concepts.
The market initiative takes into account key needs relating to health and well-being, for example, vitality, fitness, joy, pleasure, inner balance and protection, which represent areas where BASF can shape the benefits offered by its customers’ nutrition products.