Kaneka to reposition ubiquinol for emerging market opportunities at Vitafoods Europe 2023


The company will unveil new product positioning and functional food formats to meet the needs of the emerging market.

Photo © AdobeStock.com/Design Cells

Photo © AdobeStock.com/Design Cells

Kaneka Nutrients Europe is exploring future opportunities for ubiquinol and its Kaneka Ubiquinol branded ingredient. At the Vitafoods Europe trade show taking place in Geneva, Switzerland, on May 9-12, Booth J104, the company will show off new product positioning and functional food formats developed with the emerging health market in mind.

First off, refreshed visual marketing for Kaneka Ubiquinol “aims to highlight the ingredient’s potential to support manufacturers looking to go to market with new, in-demand solutions across key health areas, including healthy aging, beauty from within, and sports recovery,” the firm’s press release states.

Kaneka will also present new functional food prototypes featuring ubiquinol to spur innovation and inspiration, it says.

These changes could spur new interest in ubiquinol, a longtime ingredient in the nutraceuticals market. As the active form of CoQ10, ubiquinol is “one of the most powerful, fat-soluble antioxidants in the body,” with supplementation supporting cognitive function, skin aging, and cardiovascular health—all concerns for healthy aging and today’s active consumers, the firm says.

“Popular with consumers, ubiquinol has been available on the market for years, but we’re still far from having explored its full health potential,” said Filip Van hulle, general manager of Kaneka Nutrients Europe, in the press release. “This rebrand shines a spotlight on how this vital ingredient can drive product innovation across multiple health areas and in a variety of application formats.”

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