DSM establishes 'co-innovator' positioning with purpose-led campaign

No longer an ingredients led company, but an end-to-end partner, DSM says it has evolved into a ‘co-innovator’ providing health targeted end-to-end solutions.

The global firm's new positioning and campaign, being rolled out across trade press, digital advertising and social media, involves the restructuring of its portfolio around three key pillars: “high-quality products, customised solutions and expert services”.

Speaking to NutraIngredients about the repositioning, Philip Eykerman, President DSM Human Nutrition & Health, says: “By re-calibrating our positioning, we aim to demonstrate the added value that we can bring when co-innovating with our customers at every stage of development – from concept to consumer.​

“Our ambition is to improve people’s health through nutrition, but with a much bigger focus on specific health concerns, than on ingredients alone.​

“Ultimately, I would like the business’ purpose to centre around selling health, rather than just products or ingredients.​

“We are thinking about the end consumers and providing solutions for customers at any – or all – of the stages of product development as a co-innovator backed by science, inspired by people and driven by purpose.”​

An important example of how DSM is innovating to help its customers create products with purpose is its investment in personalised nutrition solutions.​

James Bauly, Head of Personalised Nutrition DSM Human Nutrition & Health, explains: “If you ask consumers for their reasons for not taking dietary supplements, often the response is around confusion about what to take, uncertainty over whether the products will work, and not understanding the science behind the benefits. ​

“All of these issues course consumers to feel bewildered by the huge range of solutions available to them. These issues also add to the challenge of building loyalty wit consumers.​

“With personalised nutrition, you can allow consumers to assess their nutritional status, what areas are sub optimal, and to track their improvements.  This is the way to break uncertainty and mistrust and help consumers to reach tangible health goals. Ultimately, this all leads to improved loyalty.​

“This loyalty is exemplified with the likes of Strava and Garmin fitness trackers which retain strong consumer loyalty thanks to their ability to provide the consumer with an ongoing fitness tracking service.” ​

Bauly explains that creating truly personalised products in this field requires diverse capabilities across multiple disciplines, ranging from diagnostics and data acquisition, through to new engagement, manufacturing and distribution platforms.

DSM’s acquisition of AVA, a Boston-based personalised nutrition platform, has supported the firm’s progress towards becoming an end-to-end co-innovator in personalised nutrition solutions.

This latest move unites previously announced partnerships and investments across the necessary key capabilities including personalised nutrition delivery platforms such as Panaceutics, Mixfit and Tespo.