OREANDA-NEWS. November 12, 2012. At this year’s Health Ingredients Europe trade fair in Frankfurt, Germany, BASF’s Human Nutrition business unit presents new concepts and solutions from its Think Newtrition ™ market initiative. The initiative involves a unique combination of collaborating closely with customers and using consumer insights to develop value-added solutions. This enables BASF to support its customers by transforming consumers’ unmet needs into products with marketable claims and benefits.

“Our Think Newtrition market initiative represents our commitment to be in close dialogue with our customers – to identify their essential demands and to develop new solutions that support them in leveraging opportunities for growth,” said Edward Gallagher, Vice President Human Nutrition Europe. “To ensure that our products are highly relevant, we are constantly looking at international nutritional trends including people’s habits, preferences and value perceptions. The products and concepts we showcase at this year’s Health Ingredients Europe event clearly reflect our holistic, integrated approach.” BASF’s health and food performance ingredients on display include a wide range of solutions targeted, for example, at promoting wellbeing, inner balance or vitality and fitness.
 “Sweet Arrow” fruit gums: Coloration with natural and nature-identical alternatives
Consumers’ ever-increasing demand for natural ingredients poses a constant challenge to manufacturers of nutritional products.  Substituting synthetic coloring agents with natural or nature-identical alternatives is an important tool when it comes to developing products that meet these demands. At this year’s Health Ingredients Europe trade fair, BASF presents a wide array of natural and nature-identical coloring agents, none of which compromise on brightness or intensity. “Sweet Arrow” fruit gums, for example, present the full range of colors that can be obtained using beta-carotene, lycopene and lutein. These fruit gums combine exciting colors and tastes with additional health benefits, and are available in lemon, orange and raspberry flavors.

“Crispy Arrow”: Omega-3 fatty acid supplement in crisp bread

Public awareness of the profound health benefits of Omega-3 fatty acids is continuously growing and is especially wide-spread in the leading economies. With its Omevital™ range BASF Human Nutrition offers high-quality products and innovative concepts for Omega-3 fatty acids supplementation. At this year’s show, the business unit showcases its latest solution for the intake of long-chain Omega-3 fatty acids: “Crispy Arrow” is crisp bread fortified with EPA (Eicosapentaenoic acid) and DHA (Docosahexaenoic acid), fatty acids with proven health benefits for organs including heart, brain and eyes.

BonBone™ Kids: innovative vitamin D and calcium supply for children

Both calcium and vitamin D play an essential role in bone metabolism. This is especially true for children and adolescents, whose bones are still growing. At Health Ingredients Europe, BASF presents its BonBone™ Kids chewable milk tablets, a practical and effective solution that helps provide children and adolescents with their recommended daily intake of calcium and vitamin D. The innovative dosage form facilitates quick and convenient intake of the two substances, wherever children are, including at kindergarten or at school.

“Wellness at heart” with phytosterols

Cholesterol is vitally important to the human body. However, high cholesterol levels in the blood can pose a serious threat to health and are classified as a risk factor for heart attacks. Many clinical studies have shown that the ingestion of phytosterols, in combination with a healthy diet, can help lower cholesterol levels. As part of its “Wellness at Heart” concept, BASF presents a solution that makes health-boosting phytosterols available in an appealing dosage form: a milk drink that comes in convenient 60-ml bottles.

“Shape Up”: daily dose of Tonalin® CLA supplied in ampoules

Weight control and body-fat reduction continue to be of key interest to many consumers. Tonalin ® CLA can help reduce body fat and is currently the most-researched conjugated linoleic acid available on the market. BASF’s 25-ml “Shape Up” ampoules containing Tonalin ® CLA are perfect for body-conscious consumers who live busy lives and want to maintain or improve their health by convenient yet effective means. The ampoules do not require refrigeration and can easily be taken while on the go.

Energy Chewing Gum: energy in a pocket-sized format

In many markets, energy drinks remain a strong growth segment. Consumers’ desire to combine an active lifestyle with peak performance continues to spark demand for products that enable the quick intake of high-energy substances in appealing dosage forms. BASF has responded to this trend with its new Energy Chewing Gum, which helps to enhance concentration with a combination of caffeine, vitamin B5 and menthol. One piece of Energy Chewing Gum contains 50 percent of the body’s recommended daily intake of vitamin B5.