Cognis Nutrition & Health Launches Extensive Print and Radio Advertising Campaign to Promote Benefits of TONALIN(R) CLA

Cognis Nutrition and Health, a global leader in the manufacture and innovation of nature-based ingredients and application technology for health and food products, is launching the largest consumer advertising campaign yet to promote the benefits TONALIN® (Tôn-a-lin) CLA (Conjugated Linoleic Acid), namely its ability to help reduce body fat and maintain lean muscle tissue.

Beginning in January and continuing throughout the year, advertisements will run in 10 of the top magazines targeting women and health enthusiasts. Complementing the print campaign is a 13-week radio campaign to be aired on WOR-AM, part of the ABC radio network based in New York.

“Cognis is investing in this extensive advertising campaign to support our TONALIN® customers at the retail level, increase retail demand and further educate consumers on the health benefits of TONALIN® CLA. The campaign was launched initially to support the New Year’s Resolution crowd and will continue throughout the year to offer consumers a safe product to improve their body composition,” said Nina Likins, Cognis’ Marketing Manager for TONALIN® CLA. “Millions of impressions are expected to be generated by this wide-reaching campaign for both the TONALIN® brand and for several in-store products as part of customer co-promotions.”

Ms. Likins explained that interest in TONALIN® CLA has been spurred by consumers’ increased interest in safe, natural, non-stimulant products for losing unwanted inches. “Clinical research indicates that TONALIN® reduces body fat and helps keep it off. In addition, TONALIN® CLA use has been clinically proven to aid in the maintenance of lean tissue, helping your body burn calories more efficiently,” she said.

The theme of the print campaign, “dressing-room-aphobia”, features a woman reluctant to try on clothes in a dressing room – unfortunately a fear commonly held these days. Readers are encouraged to visit to receive a special TONALIN® offer. The ad appears in Women’s World, First for Women, Enquirer, Better Nutrition, Delicious Living, Vegetarian Times, Muscle Media, Energy for Women, FitnessRx, and Health & Fitness for Women.

The radio ad campaign produced in partnership with Natrol, features 182 30-second spots beginning January and continuing through March. The campaign includes a live radio broadcast in New York, with guest speaker, Sherry Torkos, pharmacist and author of Winning at Weight Loss and Breaking the Age Barrier.

Interest in CLA has also been bolstered by a cover story in Prevention magazine (January) that calls it one of “The 3 Supplements You Need Now.”


TONALIN® CLA – an exclusively licensed product of the Cognis Group – is the brand that has been used in the most clinical research supporting CLA’s benefits for human health. CLA is a polyunsaturated, conjugated fatty acid that is a natural part of the human diet found primarily in meat and dairy products. The CLA content of natural dairy products has fallen over time, and to maintain its prior levels, the human body now requires supplementation of CLA from other sources. TONALIN® CLA is manufactured through a new proprietary process that converts linoleic acid from safflowers into CLA which provides the purest quality of CLA available.

For information in North America about TONALIN® brand CLA, please call 800.673.3702 to place an order, e-mail [email protected], or fax 513.482.3576. For information in Europe, call +49.211.7940.9692, e-mail [email protected], or fax +49.211.798.2390. For information in Asia Pacific, call +61.3.9584.4588, e-mail [email protected], or fax +61.3.9584.8348.

About Cognis:

Cognis ( is a worldwide supplier of innovative specialty chemicals and nutritional ingredients with almost 9,000 employees in close to 50 countries. The company has dedicated its activities to a high level of sustainability and delivers natural-source raw materials and ingredients for food, nutrition and healthcare markets, and the cosmetics, detergents and cleaners industries. Additionally, Cognis provides solutions for a number of other industries, such as coatings and inks, lubricants, textiles and plastics, as well as agriculture and mining.

Cognis is owned by private equity funds advised by Permira, GS Capital Partners, and Schroder Ventures Life Sciences. In 2002, Cognis recorded sales of 3.1 billion euros and an operating profit before depreciation, amortization and exceptional items (EBITDA recurring) of 393 million euros. A turnover of 1.5 billion euros was achieved in the first six months of 2003.

Cognis Nutrition & Health, a business unit of Cognis Group, provides antioxidant, botanical and nature-based ingredients for dietary supplements; pharmaceuticals and healthcare; functional foods and medical nutrition; and animal nutrition. As a leader in food technology, Cognis manufactures emulsifiers, emulsifier-based compounds, and numerous other specialty products for the food industry worldwide.


Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.