BASF said that the ‘Think Newtrition’ initiative aims to strengthen the company’s position as a partner and driving force in the food, beverages and dietary supplement market segments, while aligning nutrition products with the needs of today’s and tomorrow’s consumers.
It said the new initiative is a response to the rising demand for nutrition solutions that are healthy yet convenient and flavorsome, as more consumers expect products to be nutritious at the same time as enhancing their sense of well-being.
“With Think Newtrition, we are starting a dialog with the key players in the market that will help us serve and satisfy the food demands of a growing population,” said Dr. Massimo Armada, senior vice president for human nutrition at BASF.
Armada said that the initiative represents “a future-focused approach for customers who are striving to enhance their products and add health appeals and well-being benefits to their brands.”
Integration
BASF said it has evolved Cognis’ former business approach ‘Newtrition - Eat.Feel.Live.’ to form the new integrated approach.
“It is important to identify and understand the demands of consumers and to answer challenges with an integrated approach,” said Claudia Guterl, vice president of global marketing for human nutrition.