Novasoy gets European push

ADM Natural Health and Nutrition has launched a major new European marketing campaign for its Novasoy soya isoflavone concentrate in a bid to capitalise on growing consumer and scientific interest in the product.

A new trade advertising campaign will be backed up by a series of special events designed to strengthen the profile of the brand, the company said. The adverts, which will run in key European print media, will focus on key product and manufacturing benefits, while ADM said it would also increase its presence at trade events such as last month's Soyfoods Europe Conference in Brussels.

There will also be a consumer campaign focusing on the education and awareness of influential health journalists through a number of dedicated conferences and events.

ADM said that the Novasoy brand was already well established in the US, where it is incorporated into more than 50 nutritional supplements marketed to promote a range of health benefits from maintaining cardiovascular and bone health to well-being during mid-life changes. On the basis of published scientific research, the required quantities for benefits in these areas appear to be in the range of 50-100 mg isoflavones/day, which corresponds to about 2-3 soya product servings.

With rapidly increasing consumer awareness of the health benefits of a soya-based diet in Europe, Novasoy is now also used in a number of products there. Examples include Alsiroyal Klima-Aktiv-Kapseln, Salus Novasoy, Novodietàs Equilibre, IR MED's Soymen and Lichtwer Pharma's Aria, all of which are nutritional supplements aimed at maintaining well-being during mid-life changes.