Cognis Expands Newtrition Wellness Concept

The global food and beverage market is seeing enormous change. More and more consumers not only expect products to provide them with the necessary nutrition and health benefits, but also to enhance their sense of well-being and pleasure. With its “Newtrition™ – Eat. Feel. Live.” concept, Cognis Nutrition & Health has developed its own wellness-based model for aligning products and solutions with market demands, offering ideas for modern nutrition that make people feel good and strengthen customers’ brands.

First launched at the Vitafoods trade show in Geneva in May 2009, the “Newtrition™ – Eat. Feel. Live.” strategy is now being rolled out worldwide. The updated Nutrition & Health section under provides customers, journalists and the general public with detailed information about the concept. The aim of Newtrition™ is to help customers to develop products with real well-being benefits to set their brands apart from the competition. The products involve up to four wellness dimensions: emotional perception, taste, effect and convenience.

By focusing on these dimensions and with its formulation, application and ingredient know-how, Cognis delivers solutions that can turn products into a well-being experience. Consumers can benefit from convenient and effective dietary supplements as well as tasty food and beverages that help boost their vitality, beauty, inner balance and protects against negative influences. For example, yogurts and smoothies with Tonalin® CLA (conjugated linoleic acid) may help consumers achieve their ideal body composition, targeting the beauty trend. Plant sterols and sterol esters (marketed with the ingredient brand name Heart Choice® in North America and Vegapure® in other regions of the world) are proven cholesterol-reducing agents, while a tantalizing ice tea blended with chilling Plantalin lemon balm can help increase alertness or calm down the mind.

The Newtrition™ concept is all about better serving customers by understanding what consumers want. “We know that people want to feel good and improve their quality of life. With Newtrition™, our aim is to help our customers to develop natural-based products with real well-being benefits for the consumer,” says Gerhard Lobmaier, Vice President Marketing, Value Chain and Portfolio Nutrition & Health. “The feedback we have received on this strategy from our customers has been extremely positive, as it gives them an opportunity to make their brands stand out from the competition.”

About Cognis

Cognis is a worldwide supplier of specialty chemicals and nutritional ingredients, with a particular focus on the areas of wellness and sustainability. The company employs about 5,500 people, and it operates production sites and service centers in 30 countries. Cognis has dedicated its activities to a high level of sustainability and provides value adding solutions and products based on renewable raw materials. The company serves the 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, as well as agriculture and mining.

Cognis is owned by private equity funds advised by Permira, GS Capital Partners, and SV Life Sciences. In 2009, Cognis recorded sales of about 2.6 billion euros and an Adjusted EBITDA (operating result) of 364 million euros.

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