Naturex goes multi-lingual with ingredients brands

By Jess Halliday

- Last updated on GMT

Related tags License Danisco

Naturex has unveiled new websites for the branded health
ingredients in its Nat'Life division, to give end consumers in
Italy, Spain and Germany information on the brands in their own

Naturex acquired the Nat'Life division (formerly known as Activ Innovants) from Berkem in January this year for €9.5m.

The move was a strategic one for the new owner, since it supplemented its own wide line of natural extracts with a small number of specialty, branded ingredients that have been backed up by clinical studies.

Scientific data is a major factor in the success of a health-oriented ingredient, and the expectation is that the division will enhance Naturex's product development and promotion abilities.

The development of the new websites for the Svetol and Cyracos ingredients underscores the importance of building brand awareness for high value-added ingredients directly with the end consumer.

"The information needs of the final consumer, particularly on the branded ingredients featured on the label of their health products, is a great concern for the Nat'Life division," said the company.

As well as containing details of scientific studies into their efficacy, the sites, accessible through and , contain explanations of what the ingredients are, where they come from, where to find product.

In the case of Svetol, which is derived from green coffee beans and aimed at weight management, the company also provides supplementary information on healthy eating and a tool to measure body mass index.

The websites are also available in English and French language versions.

Naturex pointed out that English, Spanish and French are the official languages of more than 2.4bn people - more than a third of the world's population.

Ingredients firms are increasingly striking agreements with their customers for the brands to be used on packaging of finished products.

This is especially valuable when it comes to unique ingredients that are not offered by competitors.

The idea is to replicate the 'Intel inside' model used on personal computers, and which has resulted in consumers being aware of the underlying processing technology and not just the brand of the computer company itself.

Other brand-focused sites Naturex is not alone in developing a multi-lingual web presence for its brands.

A similar approach was unveiled by Danisco Cultures earlier this year, when it launched five versions of the website that promotes its probiotic cultures in five different languages in response to what it calls "accelerating global development" of its licensing concept.

Danisco's websites, to run in conjunction with the existing English website, are in Mandarin, Dutch, French, German and Spanish and mean Danisco has an extra layer of support for its arguments - both business and consumer - in some of the countries where it has licensing agreements.

"The whole concept is supported by a global educational programme and marketing activities targeting consumers, health professionals and scientists, specifically in those countries where Danisco has licensed its Howaru trademark," Danisco said.

Other online presences for branded ingredients include Lonza's and Ocean Nutrition's .

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