Cognis Launches ‘Newtrition(TM)’ Ad Campaign to Promote Marketable Health Benefits of Scientifically Proven Ingredients

Jan. 18, 2007, La Grange, IL – Cognis is marking the New Year with the launch of a creative advertising campaign called ‘ Newtrition™’, a novel word which describes the nutritional benefits Cognis ingredients bring to dietary supplements and functional foods worldwide.

“With 83 percent of consumers reporting that they take active steps to improve their health through their diet, there is an enormous demand for fortified products that deliver measurable health benefits,” said Christine Peggau, Senior Marketing Manager, Cognis Nutrition & Health. “‘Newtrition™’ from Cognis helps food and supplement companies add scientifically proven health benefits to the types of products that consumers buy every day.” Cognis’ new campaign features the benefits of some of its core ingredients, including Vegapure® plant sterols and sterol esters for heart health, Tonalin® CLA for fat loss and Xangold® lutein esters for eye health.

“We offer our customers a competitive edge with this simple equation for market success: add Newtrition™ to virtually any food, beverage or supplement to transform it into a new product with marketable health claims.”

Ms. Peggau explained that the ads have appeal across international markets. The ads currently appear in leading nutritional trade publications in North America and Europe and may run in other regions in the near future.

Tonalin® CLA for reducing body fat

This Newtrition™ ad for Tonalin® CLA describes how 13 studies prove that Tonalin® CLA works, reduces up to 9 percent body fat and prevents fat regain. Tonalin® is the most researched CLA on the market and the leading brand of CLA.

Vegapure® for cholesterol reduction

This Newtrition™ ad points out that for Vegapure® natural plant sterols and sterol esters are clinically proven to lower cholesterol up to 15 percent and are backed by an FDA-approved health claim. Cognis, with the broadest portfolio of sterols and sterol esters, is the world’s largest supplier of these heart-health ingredients.

Xangold® for long-lasting eye health

This Newtrition™ ad for Xangold® natural lutein esters explains why it is ‘The Gold Standard™’ for natural eye health. Xangold® natural lutein esters increase the density of the macular pigment. In a study published in the Journal of Nutrition, researchers showed that Xangold® natural lutein esters deliver equal or better bioavailability than free lutein.

About Cognis:

Cognis ( is a worldwide supplier of innovative specialty chemicals and nutritional ingredients, with a particular focus on the areas of wellness and sustainability. The company employs about 8,000 people, and it operates production sites and service centers in 30 countries. Cognis 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. Another main focus is on products for a number of other industries, such as coatings and inks, lubricants, textiles, as well as agriculture and mining. The company holds a 50-percent stake in the joint venture Cognis Oleochemicals, one of the world’s leading manufacturers of oleochemicals.

Cognis is owned by private equity funds advised by Permira, GS Capital Partners, and SV Life Sciences. In 2005, Cognis recorded sales of 3.18 billion euros and an Adjusted EBITDA (earnings before interest, income taxes, depreciation, amortization and exceptional items) of 356 million euros.

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