Joining forces for Newtrition: BASF and Cognis at Vitafoods Europe 2011

(PresseBox) ( Ludwigshafen, )
Between May 10 and 12, BASF and Cognis - which is now part of the BASF Group - will together present their latest Newtrition(TM) concepts and finished products at Vitafoods in Geneva at stand 741. The newly-formed BASF Human Nutrition Group combines the two complementary nutrition businesses, offering customers the benefits of an extended product range, enhanced market strengths and expertise, technical skills and resources.

"We are now in an even better position to deliver solutions that add the vital feel-good factor to our customers' products," said Massimo Armada, Senior Vice President Human Nutrition BASF. "We are continuing and extending the now well-established Cognis Newtrition(TM) "Eat.Feel.Live." business and communications strategy, offering forward-looking concepts and formulations with our newly enlarged portfolio of ingredients," he said.

The Newtrition(TM) "Eat.Feel.Live." campaign has been shortlisted in the Most Effective Marketing Campaign category of the new Nutraceutical Business & Technology Awards, being launched at Vitafoods Europe.

Further evidence of successful working partnerships is shown by many of the products on display. For example:

- A handy on-the-tongue sachet containing Vegapure® plant sterols powder has been developed in conjunction with Nutrilo.
- "Shape Up" Tonalin® CLA ampoules come from a partnership with Sanomed GmbH. With their attractive delivery form and excellent retail potential, "Shape Up" ampoules have been shortlisted in the Outstanding Application in Health Management category of the NBT Awards.
- The dietary supplement with Omega-3 + Vitamine E is ideal for all dry applications including food supplements.

Also at Vitafoods this year, BASF is sponsoring the reception at the Nutraceutical Business & Technology Awards ceremony.
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