Fonterra (Auckland, New Zealand) is launching a new wellbeing solution brand called Nutiani. This new business-to-business brand targets both the multi-billion-dollar medical and everyday wellbeing nutrition markets.
“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,” said Komal Mistry-Mehta, Fonterra’s chief innovation and brand officer, in a press release. “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.”
Nutiani will offer customers end-to-end solutions through a combination of wellbeing nutrition products, concepts, and services that leverage the Co-op’s intellectual property and investments in research. According to Fonterra, the opportunity for the Co-op is immense, with global markets for physical, mental, and inner wellbeing nutrition growing 6% per year, at a worth of $66 billion today, while medical nutrition is valued at $50 billion and growing 5% annually.
“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,” said Mistry-Mehta. “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.”
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