Balchem has launched its first-ever direct-to-consumer initiative, showcasing the power of vitamin K2 to FCB fans.
The speciality ingredient manufacturer is an official partner of FC Bayern (FCB) Women’s football team and promoted its K2VITAL brand with an exhibition stand at the Allianz Arena in Munich during the opening game of the Bundesliga (German football league).
This initiative is part of Balchem’s latest marketing strategy, which aims to raise consumer awareness of the health benefits of vitamin K2, bridging the gap between B2B and B2C markets.
The opening event of the season provided a unique platform for Balchem to promote K2VITAL, a patented, typically 99.7% all-trans K2 MK-7 supplement ingredient, to the fans.
A new German record was set, with 57,762 football fans in attendance at the game.
As part of the pre-match celebrations, visitors to the booth were encouraged to learn more about the health benefits of K2 from Balchem’s experts with a digital quiz and a cornhole game for the chance to win FCB Women co-branded merchandise.
Also highlighted at the booth was a dedicated K2VITAL promotion page, offering fans a discount code and the chance to explore the co-branded Natural Elements product range .
“When we initiated the partnership with FC Bayern Women, our goal was to educate consumers about vitamin K2 and reinforce the high-quality standards embodied in our K2VITAL."
"The team proved to be the perfect partner – acting as outstanding ambassadors of health with over a billion fans worldwide,” said Dominik Mattern, VP Science, Business Development and Marketing, Balchem Human Nutrition and Health.
“Now, we’re taking the next step by hosting our first-ever direct-to-consumer event and harnessing the value of our branded ingredients to drive differentiation."
"We are so glad to be able to integrate in this first experience a collaboration with our partner Natsana, creating a mutual opportunity for growth.”
"Women’s sports are gaining popularity, especially football, with a rapidly growing global fanbase."
"Balchem’s partnership with FC Bayern Munich gave us the perfect opportunity to showcase the co-branded product range to a large, engaged audience,” Mattern concluded.
“Featuring a trusted branded ingredient such as K2VITAL not only strengthens confidence but also provides a direct path for consumers to purchase our customers’ products — demonstrating how supplier-brand partnerships can deliver tangible business results.”