Nina Likins named as Marketing Director
EDMONTON, ALBERTA, CANADA – Cevena Bioproducts has announced the appointment of Nina Likins as marketing director. Likins, who has a stellar track record of moving a novel branded ingredient into the mainstream through innovative brand-building techniques, will bring her marketing acumen to accomplish mainstream recognition of Viscofiber®, the flagship ingredient from Cevena.
Making the announcement, Kimmo Lucas, CEO of Cevena Bioproducts, remarks, “Nina’s proven skills and talent making Tonalin® the premier and trusted brand of CLA in both the specialty and mainstream markets has made her the natural choice to lead our overall marketing objectives, key of which is brand building and sustenance. Due to her efforts from the outset of Tonalin’s launch, that brand has seen increased sales of more than 600 percent in eight years, this last year seeing a strong growth of 29 percent , while non-Tonalin competitors experienced an overall decrease by 8 percent. Viscofiber® is one of those ingredients that is, without a doubt, ahead of any fiber ingredient, as it is the highest viscosity and lowest concentration oat- and barley-derived beta-glucan on the market today and in the foreseeable future. In short, we know that Nina will make it all happen.”
Likins began her illustrious natural products marketing career at the former PharmaNutrients, which initially launched Tonalin CLA, which was bought by Natural, Inc. Most recently she served as a marketing consultant for Cognis Health and Nutrition, La Grange, IL, which had acquired the intellectual property rights to Tonalin® CLA in February of 2003. Through three separate corporate entities, Likins has maintained uninterrupted brand building and subsequent sales of the weight management ingredient. She says, “I’ve utilized published research as the basis for all press and marketing campaigns which has proven to be a cost effective, successful combination in a very competitive category. I look forward to achieving similar results for Viscofiber® and the partner companies that make Viscofiber® products.”
Likins will direct all Cevena marketing and PR to build brand recognition and consumer demand for Viscofiber® products.
About Cevena Bioproducts
Technically advanced grain-based ingredients for nutritional products are the focus of Cevena Bioproducts, headquartered in Edmonton, Alberta, Canada. The company’s core mission is to improve human health and well-being through proven and effective nutritional products. Its lead product Viscofiber® high -glucan concentrate is derived from oats or barley via a patented fractionation process that yields the richest, highest quality beta-glucan ingredient on the market today. Viscofiber® is in clinical trials to prove its efficacy in addressing healthy cholesterol levels and maintaining a healthy glycemic response for heart health-conscious consumers. Further clinical research will illuminate its efficacy for gastrointestinal health and satiety. For more information, log on to www.cevena.com.