DSM Launches Omega-3 Branding Initiative

DSM Launches Omega-3 Branding Initiative

PARSIPPANY, N.J.DSM Nutritional Products initiated a consumer branding program to increase awareness of long-chain omega-3 fatty acids. The Fats of Life phrase will be added to foods containing DSMs ROPUFA omega-3 essential fatty acid (EFA) ingredient.

The new logo is a high-visibility identifying device that immediately brands LC-omega-3 and positions the ingredient and the food itself as beneficial to the health of customers, said Diane Hnat, senior marketing manager, food industry unit North America. Our strategy is to build upon the widening consumer demand for this important ingredient by making it easy for shoppers to quickly recognize that a food or beverage is fortified with LC-omega-3.

ROPUFA is derived from fish oil, but has been deodorized and has good organoleptic characteristics, and will not affect a foods taste profile. Technical experts at DSM (www.nutraaccess.com) are available to work with manufacturers product development teams to create fortified products with LC-omega-3s.