Cognis' Newtrition strategy simplifies complex issues

About the company
Cognis is a worldwide supplier of specialty chemicals and nutritional ingredients, with a particular focus on the areas of wellness and sustainability. The company serves the food, nutrition and healthcare markets, and the cosmetics, detergents and cleaners industries.

Situation
People want to feel good. That's why they want the food and drinks they consume not only to provide essential nutrition, but also to give them a sense of pleasure and enhance their well-being. The lifestyle, beauty and health markets are increasingly converging to form a single wellness market.

As chemical products are complex and abstract the challenge lies in making them more attractive and to ensure customers' preference. Customer communications need to make complex issues easily intelligible, and present benefits in a clear, emotionally appealing way.

Objective and target groups
Cognis aims to help leading manufacturers of the food and beverage market to develop products that deliver genuine well-being benefits, so meeting consumer demands and differentiating their brands from the competition. With its Newtrition strategy Cognis also wanted to position its business Nutrition & Health as a driver for innovation in modern nutrition.