LONDON, May 22 /PRNewswire/ -- The 2007 Global Frost & Sullivan Award
for Brand Development Strategy Leadership in the conjugated linoleic acid
(CLA) market is awarded to Cognis Nutrition & Health.
The presentation took place at the Vitafoods International Exhibition
in Geneva on May 9. Kathy Brownlie, Global Programme Manager for Food &
Beverage Ingredients Practice at Frost & Sullivan said: "Cognis Nutrition &
Health is the worthy recipient of the 2007 Award. The company has
successfully deployed brand development strategies that have helped in
emphatically positioning the Tonalin(R) brand of CLA in the US and European
In accepting the Award, Dr. Albert Strube, Director Global Growth
Product Lines, Cognis Nutrition & Health replied: "This is a powerful
endorsement of our Tonalin(R) CLA programme and is an award that we are
particularly proud to receive. We see enormous potential for continued
success with Tonalin(R) CLA for the benefit of consumers and our customers
in both the food and supplement markets."
Cognis has successfully built a strong brand proposition for Tonalin(R)
through investment in its 'health marketing' concept, whereby new products
are marketed with health claims that have been scientifically proven. "To
clearly establish the health benefits associated with Tonalin(R), 13
clinical trials were conducted with the ingredient, all published in peer
reviewed scientific journals. More studies on CLA and body composition have
been published using Tonalin(R) than any other CLA brand," noted Frost &
Sullivan Research Analysts Ms Arthi V and Mr. Balaji Vasudevamurthy.
"Cognis has also proven its ability to communicate what the Tonalin(R)
brand stands for - a high quality product backed by significant clinical
evidence," said Ms. Arthi. "A concerted effort to increase consumer
awareness and confidence with branding and co-branding, advertising and
public relations techniques has helped to enhance image and quality
perception and has yielded tangible results," she said, adding: "Increased
sales in combined food, drug, mass and natural supermarket channels
contributed to sales growth of 21 per cent and a 10 per cent increase in
market share (55% - 65%) in the United States in 2006."
Tonalin(R) CLA enjoys a large international customer base, particularly
in countries such as Croatia, Spain, Norway, Germany, France and the United
States. More than 25 products around the world carry the Tonalin(R) logo.
"Condition-specific marketing supports Cognis's efforts in positioning
its brands in the market," explained Mr. Vasudevamurthy. "Cognis has
already targeted numerous health platforms, primarily eye health, heart
health, body composition and, most recently, the immunity platform," he
Newtrition, the new advertising campaign from Cognis emphasises its
growth ingredients including Vegapure(R) plant sterols and plant sterol
esters (heart health), Tonalin(R) CLA (body composition), Xangold(R) lutein
esters (eye health) and Omevital(TM) omega-3 fatty acids (enhanced health
and vitality). It is intended to promote the fact that the ingredients are
scientifically proven and reinforce the importance of 'branded science' in
an industry experiencing changing legislation pertaining to health claims.
The Frost & Sullivan Award for Brand Development Strategy Leadership is
presented to the company that has demonstrated excellence in brand
development within the industry. The Award recognises the company's ability
to best perceive consumer needs and develop marketing strategies that
elevate the brand's quality, style, and image to create an overall value
perception. Through a unique combination of product quality, communication,
distribution, and packaging strategies, the Award recipient has
demonstrated superior market growth skills.
Frost & Sullivan Best Practices Awards recognise companies in a variety
of regional and global markets for demonstrating outstanding achievement
and superior performance in areas such as leadership, technological
innovation, customer service, and strategic product development. Industry
analysts compare market participants and measure performance through
in-depth interviews, analysis, and extensive secondary research in order to
identify best practices in the industry.
About Frost & Sullivan
Frost & Sullivan, a global growth consulting company, has been
partnering with clients to support the development of innovative strategies
for more than 40 years. The company's industry expertise integrates growth
consulting, growth partnership services, and corporate management training
to identify and develop opportunities. Frost & Sullivan serves an extensive
clientele that includes Global 1000 companies, emerging companies, and the
investment community by providing comprehensive industry coverage that
reflects a unique global perspective and combines ongoing analysis of
markets, technologies, econometrics, and demographics.
For more information, visit http://www.frost.com
Cognis is a worldwide supplier of innovative specialty chemicals and
nutritional ingredients. 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 natural-source
Cognis is owned by private equity funds advised by Permira, GS Capital
Partners, and SV Life Sciences. In 2006, Cognis recorded sales of 3.37
billion euros and an Adjusted EBITDA (operating result) of 394 million