BASF invites SupplySide West attendees to step into the future and ‘Think Newtrition™’

FLORHAM PARK, NJ, October 11, 2011 – As attendees enter BASF booth 21025 at the 2011 SupplySide West trade show in Las Vegas on Oct. 12 and 13, they will experience a multi-faceted trip into the future as they discover how to “Think Newtrition^™”. 

With Think Newtrition^™, BASF launches a new global market initiative to strengthen the company’s position as a partner and driving force in the food, beverage and dietary supplement market segments, while aligning nutrition products with the needs of today’s and tomorrow’s consumers.

“Addressing the unmet nutritional needs of our growing global population requires new ways of thinking and new answers,” said Samy Jandali, Vice President, Nutrition & Health, NA, BASF Corporation.

To help foster a dialog with customers, BASF is launching this new market initiative to identify new ideas, concepts and solutions for successful products that meet producer, retailer and consumer demands all over the world — including diverse cultures and eating preferences. Detailed information about Think Newtrition^™ can be found at www.newtrition.basf.com.

During the show, BASF is reaching out to attendees with educational sessions, in-booth prototypes for sampling, and interactive meetings using iPads to demonstrate how innovation can be facilitated at the customer level.

“With Think Newtrition^™we follow the underlying principle of ‘think business-to-consumer and act business-to-business,’”Jandali explained.  “For example, how can we work together to introduce products with fully traceable ingredients? How can we make product sustainability measurable?  How can we preserve vitality for a lifetime?”

The market initiative takes into account key needs relating to health and well-being, such as vitality, fitness, joy, pleasure, inner balance and protection, which represent areas where BASF can shape the benefits offered by its customers’ nutrition products. The goal is to tackle key market challenges in close cooperation with customers and to develop nutrition solutions with well-being and health benefits that differentiate customers’ brands from the competition.

Sample the Innovation!

To demonstrate BASF’s competencies in developing innovative formulations and delivery systems, attendees are invited to try these in-booth prototypes:

• Keep wellness at heart with Vegapure^® plant sterol esters – Packets of individual servings contain crystals to be poured on the tongue as a convenient way to help reduce cholesterol
  
• Reduce body fat and maintain lean muscle with Tonalin^® CLA – Fruity Drinkable “Shots” are contained in ampoules for fitness enthusiasts on-the-go
  
• See the nutrition with colorful carotenoids – This beverage fortified with lycopene, lutein and beta-carotene illustrates how nutrition can taste good and look even better
  
• Snack to health – Crispy crackers packed with omega-3s and vitamin D deliver two of today’s hottest nutrients in a flavorful way
  
• Pour on the brightness – Packets with the right combination of vitamin E and omega-3s can be poured on the tongue to easily vitalize the brain and body

Sustaining education

“In addition to our booth activities, we know that exchanging ideas and sharing knowledge is critical to our industry’s success, and that’s why we are proud to be the exclusive sponsor of the SupplySide West Education Program,” Jandali said.  “Our Cognis colleagues had the foresight to sponsor and nurture this program beginning 10 years ago and BASF is delighted to be continuing this important legacy today. Together with these outstanding presenters, BASF is committed to finding better solutions and tools to make dietary supplements, foods and beverages more sustainable, healthier, better tasting and more appealing to consumers.”

Included in the three days of 40-plus sessions is the Featured Presentation by Joy Bauer, the nutrition and health expert for NBC’s The TODAY Show, contributing editor to PARADE and Woman’s Day Magazine, and author of several New York Times bestsellers. Joy shares reliable, practical, and straightforward advice that helps millions of Americans eat better and lead healthier, more fulfilling lives.  Immediately after her presentation on Oct. 12 at 9 a.m., attendees can meet Joy at the BASF booth from 10:15 to 11:30 a.m. and receive a free, autographed copy of her new book, “Food Cures”.

BASF experts in Human Nutrition will also present three special sessions focusing on these hot topics:

"The road ahead – evolution of the vitamin D market”
Thursday, Oct. 13, 9-9:50 a.m. in Lido Room 3001
Simon Champ, PhD, Global Product Management

“Why traceability is key to preventing recalls”
Thursday, Oct.13, 11-11:50 a.m. in Murano Room 3201
Amanda Josey, PhD, Strategic Marketing & Business Development Manager

“Nutrition you can see: Colorants for foods and beverages”
Thursday, Oct. 13, 11-11:50 a.m. in San Polo Room 3401
John Foley, Technical Services, Food and Beverage

For more information about BASF’s expanded product portfolio, go to

http://www.newtrition.basf.com/web/global/newtrition/en_GB/portfolio/index.

About Nutrition & Health

BASF's Nutrition & Health division develops, produces and markets a comprehensive range of products and services from the Pharmaceuticals, Aroma Chemicals, Human Nutrition and Animal Nutrition industries. The division addresses customer needs and enhances their consumers' well-being and quality of life. The division provides the Pharmaceutical industry with active ingredients such as caffeine and ibuprofen, as well as excipients and customized synthesis services. Nutrition & Health produces Aroma Chemicals such as citral and geraniol for the Flavor and Fragrance industry. Important Human Nutrition products are vitamins and carotenoids, plant sterols, emulsifiers and omega-3 fatty acids. Its feed additives such as vitamins, carotenoids and enzymes make Nutrition & Health a worldwide leader for the Animal Nutrition market.

About BASF

BASF Corporation, headquartered in Florham Park, New Jersey, is the North American affiliate of BASF SE, Ludwigshafen, Germany. BASF has approximately 16,400 employees in North America, and had sales of $17.7 billion in 2010. For more information about BASF’s North American operations, visit www.basf.us.
 

BASF is the world’s leading chemical company: The Chemical Company. Its portfolio ranges from chemicals, plastics, performance products, and agricultural products to oil and gas. As a reliable partner, BASF creates chemistry to help its customers in virtually all industries to be more successful. With its high-value products and intelligent solutions, BASF plays an important role in finding answers to global challenges, such as climate protection, energy efficiency, nutrition and mobility. BASF posted sales of more than €63.9 billion in 2010 and had approximately 109,000 employees as of the end of the year. Further information on BASF is available on the Internet at www.basf.com or in the Social Media Newsroom at newsroom.basf.com.

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