Dispatches from SupplySide West

Branded ingredients: The little nuances that lead to success

By Stephen Daniells

- Last updated on GMT

Related tags Marketing

Achieving the nutraceutical equivalent of ‘Intel Inside’ depends on a lot of factors, and issues like sustainability and ethical sourcing are becoming increasingly important.

At the recent SupplySide West, Stephen Daniells caught up with Shaheen Majeed, marketing director from Sabinsa, and Siri Stabel Olsen, VP sales and marketing from NattoPharma, and talked about how to make a success of branded ingredients.

Majeed explained that sustainability and ethical sourcing are increasingly being used for branding, and are increasingly important to move the brand ahead of the competition.

“Many of our loyal and dedicated customers have come to appreciate over time all of the little nuances that go into making a brand more equitable for them in the market,”​ said Majeed.

NattoPharma’s Olsen explains how to discriminate between ingredients when the choices include many branded ingredients. “As a manufacturer of finished products you need to look behind, what story is actually behind the brand. Being a branded ingredient is not just about the excellence in the manufacturing, but also the excellence in the purity, in the regulatory compliance, in the patents, sustainability throughout production,”​ she said.

“When you source ingredients you cannot look just at branded and unbranded, you need to look behind each brand,” ​added Olsen.

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