OREANDA-NEWS. BASF is implementing a series of measures within the Nutrition & Health division to strengthen the competitiveness of its Performance Products segment. The Nutrition & Health division bundles BASF's products and solutions for human and animal nutrition, the flavor and fragrance industry as well as the pharmaceutical industry.

BASF is adjusting its product portfolio in order to better meet changing consumer needs and regional demands. In Asia, BASF is building a citral plant with its partner Petronas to meet the growing demand of customers in the flavor and fragrance industry in the region. The first plants of the complex are expected to come on stream in 2016. At the same time, BASF will focus its production in the growing market of omega-3 fatty acids on the attractive market segment for highly concentrated omega-3 fatty acids and plans to sell the Norwegian Brattvag site. BASF produces low concentrated omega-3 fatty acids at this site.

Marketing, sales and administration will be better adjusted to regional market dynamics. A global team responsible for marketing and innovation will in future support the development of customer-oriented products and solutions as well as faster market launches of new products. BASF aims to accelerate the innovation cycle of products for its customers through strategic partnerships.

Due to the planned measures about 260 positions in production, marketing and administration will be reduced globally by end of 2015. Consultations with the responsible employee representatives will be conducted.

"We aim to strengthen our position in the growing nutrition and health market. Through these measures we will adapt our business to better meet market and customer needs. At the same time, we will improve our profitability," said Saori Dubourg, President of BASF's Nutrition & Health division.

BASF continues to analyze further measures to strengthen the competitiveness of its Performance Products segment.