The presentation took place at the Vitafoods International Exhibition in Geneva on May 9. Kathy Brownlie, Global Programme Manager for Food & Beverage Ingredients Practice at Frost & Sullivan said: “Cognis Nutrition & Health is the worthy recipient of the 2007 Award. The company has successfully deployed brand development strategies that have helped in emphatically positioning the Tonalin® brand of CLA in the US and European markets.”
In accepting the Award, Dr. Albert Strube, Director Global Growth Product Lines, Cognis Nutrition & Health replied: “This is a powerful endorsement of our Tonalin® CLA programme and is an award that we are particularly proud to receive. We see enormous potential for continued success with Tonalin® CLA for the benefit of consumers and our customers in both the food and supplement markets.”
Cognis has successfully built a strong brand proposition for Tonalin® through investment in its ‘health marketing’ concept, whereby new products are marketed with health claims that have been scientifically proven. “To clearly establish the health benefits associated with Tonalin®, 13 clinical trials were conducted with the ingredient, all published in peer reviewed scientific journals. More studies on CLA and body composition have been published using Tonalin® than any other CLA brand,” noted Frost & Sullivan Research Analysts Ms Arthi V and Mr. Balaji Vasudevamurthy.
“Cognis has also proven its ability to communicate what the Tonalin® brand stands for – a high quality product backed by significant clinical evidence,” said Ms. Arthi. “A concerted effort to increase consumer awareness and confidence with branding and co-branding, advertising and public relations techniques has helped to enhance image and quality perception and has yielded tangible results,” she said, adding: “Increased sales in combined food, drug, mass and natural supermarket channels contributed to sales growth of 21 per cent and a 10 per cent increase in market share (55% - 65%) in the United States in 2006.”
Tonalin® CLA enjoys a large international customer base, particularly in countries such as Croatia, Spain, Norway, Germany, France and the United States. More than 25 products around the world carry the Tonalin® logo.
“Condition-specific marketing supports Cognis’s efforts in positioning its brands in the market,” explained Mr. Vasudevamurthy. “Cognis has already targeted numerous health platforms, primarily eye health, heart health, body composition and, most recently, the immunity platform,” he said.
Newtrition, the new advertising campaign from Cognis emphasises its growth ingredients including Vegapure® plant sterols and plant sterol esters (heart health), Tonalin® CLA (body composition), Xangold® lutein esters (eye health) and Omevital™ omega-3 fatty acids (enhanced health and vitality). It is intended to promote the fact that the ingredients are scientifically proven and reinforce the importance of ‘branded science’ in an industry experiencing changing legislation pertaining to health claims.
The Frost & Sullivan Award for Brand Development Strategy Leadership is presented to the company that has demonstrated excellence in brand development within the industry. The Award recognises the company's ability to best perceive consumer needs and develop marketing strategies that elevate the brand’s quality, style, and image to create an overall value perception. Through a unique combination of product quality, communication, distribution, and packaging strategies, the Award recipient has demonstrated superior market growth skills.
Cognis (cognis.com) is a worldwide supplier of innovative specialty chemicals and nutritional ingredients. The company employs about 8,000 people, and it operates production sites and service centers in 30 countries. Cognis has dedicated its activities to a high level of sustainability and delivers natural source raw materials and ingredients for food, nutrition and healthcare markets, and the cosmetics, detergents and cleaners industries. Another main focus is on products for a number of other industries, such as coatings and inks, lubricants, textiles, as well as agriculture and mining. The company holds a 50-percent stake in the joint venture Cognis Oleochemicals, one of the world’s leading manufacturers of natural-source oleochemical basestocks.
Cognis is owned by private equity funds advised by Permira, GS Capital Partners, and SV Life Sciences. In 2006, Cognis recorded sales of 3.37 billion euros and an Adjusted EBITDA (operating result) of 394 million euros.
About Frost & Sullivan
Frost & Sullivan Best Practices Awards recognise companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices in the industry.
Cognis Media contacts Europe:
Cognis Deutschland GmbH
Cognis Media contact US:
Blitz + Associates