The brand strategy includes restructuring DSM’s portfolio around three key pillars: “high-quality products, customized solutions and expert services”
Royal DSM has launched brand campaign targeting the human nutrition and health markets. The concept reflects DSM’s strategic direction to be an “end-to-end partner within the value chain, by championing the purpose behind the products that help solve the world’s greatest nutritional challenges and keep the growing global population healthy”.
Philip Eykerman, President DSM Human Nutrition & Health, comments: “Our organization has undergone significant growth in recent years, building on a strong, decades-long legacy in the nutritional ingredients market. 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.”
The ‘Products with Purpose’ creative will be rolled out across multiple touchpoints including trade press, digital advertising and social media, inviting customers to learn more about how partnering with DSM can promote growth.
Maha Elkharbotly, Vice President Business Line Specialty Nutrition DSM Human Nutrition & Health adds: “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. 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.”
One part of the company’s campaign is its investment in personalised nutrition solutions. The most recent is a holistic immunity solution that combines lifestyle elements and tailored nutritional recommendations targeted at employee benefit programs, including DSM’s own.
James Bauly, Head of Personalized Nutrition DSM Human Nutrition & Health continues: “With immunity in the spotlight more than ever before, a personalised approach to nutrition through specific nutrient formulations has the potential to truly support consumers in optimizing their health for a more resilient future. Personalised nutrition requires expertise across multiple disciplines such as diagnostics, data acquisition, manufacturing and distribution to ensure the development of truly personalised 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.”