Friday, March 29, 2024

Nutiani pushes behind the scenes for Fonterra’s strategy

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Focus will be on specialised ingredients sought by health and wellbeing sector.
Commercial samples of proteins and probiotics to be grouped under the new Nutiani brand for business-to-business product development.
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Fonterra has launched a business-to-business sub-brand called Nutiani in its big NZMP ingredients division, to provide products, concepts and services to customers in the health and wellbeing sector.

The specialised ingredients covered by the new brand include lactoferrin, probiotics and phospholipids, Fonterra’s new chief innovation and brand officer, Komal Mistry-Mehta, said.

“We are moving Fonterra from a trusted dairy supplier to trusted nutrition partner,” she said.

The move is within Fonterra’s new strategy to use existing expertise in nutrition science to develop targeted solutions while opening up opportunities for strategic partnerships to deliver access to new markets and consumers.

The Nutiani sub-brand will not require a large investment, and will be staffed by existing staff members in the research and development centre and in the health and wellbeing section of the NZMP division.

NZMP already has sub-brands called SureStart for ingredients in paediatric products, and SureProtein, which will be retired over the next six months.

Nutiani will leverage intellectual property and investments in research.

“This is another example of Fonterra implementing its strategy to be a leader in nutrition science and innovation,” Mistry-Mehta said at a briefing for media.

“The opportunity for the co-op is significant. Global markets for physical, mental and inner wellbeing nutrition are growing at 6% annually and worth US$66 billion [about $107.9b] today, while medical nutrition is valued at US$50b and growing 5% annually.

“There’s no doubt that people are paying more attention to wellbeing and managing it through diet. Research shows 96% of consumers actively manage their wellbeing, with more than half of these consciously managing their diet to improve their wellbeing.

“To create a greater impact in the health and wellbeing space, we must not only capture the opportunities we see today but also look to the future, helping our customers stay ahead of the curve.”

komalmistry-tall
Newly promoted chief innovation and brand officer Komal Mistry-Mehta works in Singapore on the Fonterra senior management team.

As a brand Nutiani will not appear on consumer packs but in pitches to manufacturers of health and wellbeing products of new products, market-ready concepts and services and solutions from NZMP.

Mistry-Mehta declined to say what tonnages and revenues were included in the budgets for Nutiani, saying her health and wellbeing unit is well on track to deliver its 2030 targets included in the Fonterra strategy.

Target markets for Nutiani included North America, Greater China and Southeast Asia.

“Our health and wellbeing customers are facing growing pressure to accelerate their innovation pipeline to respond to consumer demands.

“Yet they face common challenges during new product development and are looking for partners to fill their capability gaps.

“Nutiani answers this need by providing a suite of solutions which help customers tackle the pain points associated with each step of the innovation journey – from identifying the opportunity to validating the final product.”

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