With Think Newtrition(TM) BASF launches 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 aligning nutrition products with the needs of today’s and tomorrow’s consumers. Think Newtrition(TM) 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 yet convenient and flavorsome. More and more consumers now expect products to be nutritious at the same time as enhancing their sense of well-being.
“With Think Newtrition(TM), 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,” comments 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.
After it has been launched at the Vitafoods Asia event, the Think Newtrition™ initiative will also be introduced at other tradeshows and events around the globe. Detailed information about Think Newtrition™ can be found at www.newtrition.basf.com.
About Nutrition & Health
BASF's Nutrition & Health division develops, produces and markets a comprehensive range of products and services from the Pharmaceuticals, Aroma Chemicals, Human Nutrition and Animal Nutrition industries. The division addresses customer needs and enhances their consumers' well-being and quality of life. The division provides the Pharmaceutical industry with active ingredients such as caffeine and ibuprofen, as well as excipients and customized synthesis services. Nutrition & Health produces Aroma Chemicals such as citral and geraniol for the Flavor and Fragrance industry. Important Human Nutrition products are vitamins and carotenoids, plant sterols, emulsifiers and omega-3 fatty acids. Its feed additives such as vitamins, carotenoids and enzymes make Nutrition & Health a worldwide leader for the Animal Nutrition market.
BASF is the world's leading chemical company: The Chemical Company. Its portfolio ranges from chemicals, plastics, performance products and agricultural products to oil and gas. As a reliable partner BASF creates chemistry to help its customers in virtually all industries to be more successful. With its high-value products and intelligent solutions, BASF plays an important role in finding answers to global challenges such as climate protection, energy efficiency, nutrition and mobility. BASF posted sales of more than €63.9 billion in 2010 and had approximately 109,000 employees as of the end of the year. Further information on BASF is available on the Internet at www.basf.com.