Landmark Study and Integrated Marketing Campaign Boost Consumer Awareness for Cognis TONALIN CLA

Sept. 29, 2004, LaGrange, IL — TONALIN® CLA, the #1 selling brand of CLA (conjugated linoleic acid), continues to see strong consumer interest sustained by a recent landmark study and integrated marketing campaign, Cognis Nutrition & Health announced at the SupplySide West international trade show and conference.

The study published in the American Journal of Clinical Nutrition* concluded that TONALIN® CLA reduces body fat mass in overweight, but otherwise healthy, adults by as much as nine percent. The randomized, double blind, placebo-controlled study is the first to document the long-term safety and efficacy of CLA supplementation over a 12-month period without additional lifestyle or dietary restrictions. This clinical trial is an ensuing study to previous animal and human trials that found CLA improves body composition by reducing fat and preserving lean muscle tissue.

Cognis launched a global print and public relations campaign to promote these research findings as part of its science-based strategy to support body composition products with TONALIN® CLA. “The results exceeded our expectations,” said Nina Likins, TONALIN® Marketing Manager. “So far, our customer co-promotions, video news release (VNR), media relations efforts and advertisements have generated millions of consumer impressions worldwide. Cognis is investing in this extensive campaign to support our TONALIN® customers at the retail level, increase retail demand and further educate consumers on the health benefits of TONALIN® CLA. Our message is catching on with consumers interested in safe, natural, non-stimulant products for reducing fat, keeping it off, and maintaining muscle,” Ms. Likins explained.

Editorial PR hits on TONALIN® CLA are featured in Reader’s Digest, Fitness, Consumer’s Reports On Health, Web MD, Men’s Health, Fitness RX and more. The VNR for TONALIN® CLA, distributed in English and in Spanish to TV stations throughout North America beginning in May, has generated more than 55 million consumer impressions so far and has appeared on all the major networks including CBS, NBC, FOX, ABC, PAX Cable, and Healthwatch.

The theme of the TONALIN® CLA print ad campaign, “dressing-room-aphobia”, features a woman reluctant to try on clothes in a dressing room. The ad has appeared in Women’s World, First for Women, Enquirer, Better Nutrition, Delicious Living, Vegetarian Times, Energy for Women, FitnessRx, and Health & Fitness for Women.

Customer co-promotions have included direct mail programs, in-store point-of-purchase displays, and brand names “tagged” onto the TONALIN® CLA radio ad campaign aired on top New York stations.

Tricom Pictures and Cognis produced a five-minute piece on TONALIN® CLA as part of the program “No Place Like Home”, reaching 60 million household viewers. The program will be aired on Discovery Health in September ’04 and several other cable stations, including CBS and FOX affiliates. Two full-page ads in First For Women and Woman’s World are included in a print campaign to promote the program.

TONALIN® ( is the original brand of CLA and is an exclusively licensed product of the Cognis Group. CLA is a polyunsaturated, conjugated fatty acid that is a natural part of the human diet found primarily in meat and dairy products. Cognis produces TONALIN® CLA through a proprietary process that converts linoleic acid from safflowers into CLA which provides the highest quality of CLA available. TONALIN® CLA contains the lowest amount of non-naturally occurring isomers, a patent-protected attribute that provides dietary supplement and food manufacturers with the highest levels of ingredients known to be beneficial. Cognis recently announced that TONALIN® has been self-affirmed as Generally Recognized As Safe (GRAS) by a panel of independent experts. Cognis now offers the food industry one of the most extensive lines of CLA ingredients available for a broad range of approved food applications.

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. It employs 8,500 people, and has production sites and service centers in almost 30 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 2003, Cognis recorded sales of 2.95 billion euros and an operating profit before depreciation, amortization and exceptional items (EBITDA recurring) of 312 million euros.


* Gaullier J-M. et al., "Conjugated linoleic acid (CLA) supplementation for one-year reduces body fat mass in healthy, overweight humans". American Journal of Clinical Nutrition, 2004; 79(6):1118-1125

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