Fonterra launches nutrition wellbeing brand

Dairy company Fonterra is launching a business-to-business wellbeing brand called Nutiani, which will be targeting medical and nutrition markets.

Fonterra’s Chief Innovation and Brand Officer Komal Mistry-Mehta said that the venture will help customers tailor their products to meet consumers’ wellbeing nutrition needs.

“Our health and wellbeing customers are facing growing pressure to accelerate their innovation pipeline to respond to these dynamic consumer demands, yet they face common challenges during new product development and are looking for partners to fill their capability gaps,” Mistry-Mehta said.

“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.”

The brand will be offering wellbeing nutrition products, concepts and services that make use of Fonterra’s intellectual property and investments in research.

“We see a clear opportunity to win in critical segments of the global wellbeing nutrition space. Fonterra’s deep expertise in nutrition science gives us an incredible advantage here.

“We will use Fonterra’s existing expertise in nutrition science to develop targeted solutions, while opening up opportunities for strategic partnerships to deliver access to new markets and consumers.”

Fonterra said that it sees promise in the move due to the global markets for physical, mental and inner wellbeing nutrition growing at 6% annually and being worth $98 billion.

“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.”

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