DSM unveils brand strategy marking transition to end-to-end partner in nutrition and health

Royal DSM has launched a new brand campaign targeting the human nutrition and health markets. The concept reflects DSM’s evolved strategic direction in human nutrition and health as an end-to-end partner within the value chain, by highlighting the purpose behind the products that help address nutritional challenges and keep the growing global population healthy.

Following significant growth through new product development and a strategic focus on key market segments and selected acquisitions, the new brand strategy includes restricting DSM’s broad human nutrition and health portfolio around three key pillars – high-quality products, customised solutions, and expert services. Besides reflecting DSM’s position, it also extends the company’s capabilities into end-market expertise across its early life nutrition, food and beverage, nutrition improvement, dietary supplements, pharmaceuticals and medical nutrition segments.

Philip Eykerman, president for DSM Human Nutrition & Health, commented: “Our organisation 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 campaign brings DSM’s end-market expertise to life through a range of concepts that express how DSM sees the individual impact of every human nutrition and health product in a “distinct and engaging” way. By drawing attention to purpose, it demonstrates DSM’s understanding of the humanity of the end consumer and the benefits that nutritional products may have on the health and well-being of people worldwide. The Products with Purpose creative will be rolled out across multiple touchpoints including trade press, digital advertising and social media, inviting its customers to learn more about how partnering with DSM with its offering can ignite growth through co-innovation.

An example of how DSM innovates to support its customers create products with purpose is its investment in personalised 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. DSM has embarked on several launches of personalised nutrition platforms with key partners. The most recent is a holistic immunity solution that combines lifestyle elements and nutrition recommendations targeted at employee benefit programmes, including DSM’s own.

James Bauly, head of personalised nutrition for DSM Human Nutrition & Health, concluded: “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 optimising 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.”