Sean Moloughney, Editor04.03.17
Nutritional ingredients supported by clinical research, and protected by intellectual property, offer added value to product developers. As the nutraceuticals industry evolves to meet the growing health needs of consumers, who increasingly demand unquestionable quality and efficacy, branded ingredients will continue to play a fundamental role in the marketplace.
Whereas ingredient suppliers and product manufacturers may have traditionally had a simple, transactional relationship, according to Jeff Hilton, co-founder and chief marketing officer, BrandHive, Salt Lake City, UT, today companies are looking for more turnkey solutions that offer significant value—for example, through clinical science and marketing assistance. “Everyone needs to play a role,” Mr. Hilton said, and companies can help build consumer loyalty with proven ingredients that are backed by science.
This more collaborative relationship will be important for the future of the industry, he added. “It’s not only a trend, but the way the industry needs to go. It takes a village to build a brand, and ingredient companies pl
Whereas ingredient suppliers and product manufacturers may have traditionally had a simple, transactional relationship, according to Jeff Hilton, co-founder and chief marketing officer, BrandHive, Salt Lake City, UT, today companies are looking for more turnkey solutions that offer significant value—for example, through clinical science and marketing assistance. “Everyone needs to play a role,” Mr. Hilton said, and companies can help build consumer loyalty with proven ingredients that are backed by science.
This more collaborative relationship will be important for the future of the industry, he added. “It’s not only a trend, but the way the industry needs to go. It takes a village to build a brand, and ingredient companies pl
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