BASF Launches Newtrition Brand, Global Initiative

LUDWIGSHAFEN, GermanyBASF officially launched its global brand Newtrition, which is dedicated to the human nutrition market, and its new global market initiative Live Newtrition during the Vitafoods Europe 2013 in Geneva and IFIA Japan 2013 in Tokyo. Both the brand and the market initiative tie in with BASFs Think Newtrition campaign, evolving it to the next level.

The Newtrition brand stands for the creation of Newtrition for better lives. The key is to gain a deep understanding of consumer needs and to use this knowledge to develop innovative new solutions in close partnership with the customers. This involves researching issues like changing nutritional concerns, demographic shifts, health awareness, eating habits, and the different cultural aspects of the global markets.

BASF goes food," said Michael Ceranski, senior vice president of BASFs Human Nutrition business unit. As the genuine partner along the entire human nutrition value chain, we want to help our customers to create attractive new products that people around the world need, like and love. We are aware that brands are one of our customers most valuable assets. Newtrition provides an opportunity to make a difference in the human nutrition market, enabling our customers to strengthen their brands and business."

The products and innovative concepts that BASF Human Nutrition will present at the shows specifically express BASFs mindset as the leading partner for market-oriented solutions and a driving force for modern nutrition.

During Vitafoods Europe, BASF presents its omega-3 portfolio. With the recent acquisitions of Equateq Ltd., now BASF Pharma (Callanish), and Pronova BioPharma ASA, BASF has broadened its range of omega-3 products for the human nutrition and pharmaceutical industries and is now one of the leading players in the omega-3 market. BASFs omega-3 product range is specifically designed to fit the respective requirements of, for instance, pregnant women and their unborn children, as well as supporting a balanced midlife and an active life for the elderly. The delivery forms range from powders to oils, such as Omevital, Dry n-3, Crystalpure and PronovaPure. This allows easy application in soft or hard gelatin capsules and liquid preparations to prevent and treat cardiovascular and cerebral diseases, the onset of which can be affected by EPA and DHA deficiency.

BASF also will pre-launch its latest colorant. As a nature-identical ingredient for beverages, dairy and confectionary, Apocarotenal 2 CWD impresses with its pH-independent coloring shades and low dosage. It is free from allergens, and is kosher and halal. Its cold-water-dispersible powder formulation offers the option of replacing artificial colorants on a long-term basis.

During IFIA Japan, the company will launch heart-shaped capsules with plant sterols and omega-3 fatty acids. The heart-shaped capsule is a naturally-sourced formula with scientifically-proven benefits. Vegapure plant sterol esters reduce cholesterol absorption by competing with cholesterol in the small intestine. Omevital omega-3 fatty acids reduce the risk of cardiovascular and cerebral diseases.