DSM launches new brand campaign focused on purpose, personalization, partnership


Royal DSM launched a new brand campaign targeting the human nutrition and health markets.


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Royal DSM (Kaiseraugst, Switzerland) launched a new brand campaign targeting the human nutrition and health markets. The new brand strategy includes restructuring DSM’s broad human nutrition and health portfolio around three key pillars: high-quality products, customized solutions, and expert services. It reflects DSM’s position as a partner and communicates how the extended capabilities include end-market expertise across its early life nutrition, food and beverage, nutrition improvement, dietary supplements, pharmaceuticals and medical nutrition segments. 

“Our organization has undergone significant growth in recent years, building on a strong, decades-long legacy in the nutritional ingredients market,” said Philip Eykerman, president of DSM Human Nutrition & Health, in a press release. “But we know that it takes more than ingredients to create brighter, healthier lives for consumers worldwide. By recalibrating 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.”

With its ‘Products with Purpose’ campaign DSM seeks to demonstrate an understanding of the humanity of the end consumer and the real-life benefits that nutritional products may have on the health and wellbeing of people worldwide. 

“Where our competitors see each product as merely an item on a shelf, we are able to see beyond that to reveal the greater purpose behind what we do at DSM,” said Maha Elkharbotly, vice president business line specialty nutrition DSM Human Nutrition & Health, in a press release. “Rooted in our values of responsibility, sustainability and value, the ‘Products with Purpose’ strategy aims to elevate the customer experience and cement our place as a key strategic partner for the human nutrition and health market.”

DSM is also innovating in the area of personalized nutrition solutions. Recent advances in digital technologies and data availability, together with people’s growing desire to take charge of their own health and wellness, have resulted in considerable momentum in this emerging field. 

“With immunity in the spotlight more than ever before, a personalized approach to nutrition through specific nutrient formulations has the potential to truly support consumers in optimizing their health for a more resilient future,” said James Bauly, head of personalized nutrition DSM Human Nutrition & Health, in a press release. “Personalized nutrition requires expertise across multiple disciplines such as diagnostics, data acquisition, manufacturing and distribution to ensure the development of truly personalized products that will empower consumers to make data-driven, conscientious choices that can positively impact their health. We are continuing to invest in this space to build on our position as the only fully-integrated platform partner in this field, with a robust pipeline of end-to-end solutions across multiple health benefits.”

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