The corporate promoted its branded ingredient with an exhibition stand on the Allianz Enviornment in Munich throughout the opening sport of the German soccer league earlier this month, showcasing German model Natsana’s K2VITAL-containing Pure Components vary.
“This initiative is a part of Balchem’s newest advertising and marketing technique, which goals to lift shopper consciousness of the well being advantages vitamin K2 has to supply, bridging the hole between B2B and B2C markets,” the agency mentioned.
Balchem introduced its partnership with FC Bayern Women earlier this yr to coach shoppers in regards to the significance of vitamin K2 and talk the standard requirements related to K2VITAL.
“Ladies’s sports activities are gaining reputation, particularly soccer, with a quickly rising international fanbase,” mentioned Dominik Mattern, vice chairman of science, enterprise improvement and advertising and marketing at Balchem Human Vitamin and Well being. “Balchem’s partnership with FC Bayern Munich gave us the right alternative to showcase the co-branded product vary to a big, engaged viewers.”
He defined that that includes a branded ingredient like K2VITAL helps construct shopper confidence and creates a direct path to buy, “demonstrating how supplier-brand partnerships can ship tangible enterprise outcomes.”
Vitamin K2 for bone and coronary heart well being
Vitamin K2 is a vital nutrient that directs calcium away from the arteries and deposits it into the bone, supporting bone and coronary heart well being.
Usually, western diets lack meals wealthy in vitamin K2, which has elevated shopper curiosity in supplementation, and in keeping with a report by Grand View Analysis, the European vitamin K2 market is forecast to develop at a CAGR of 12% between 2024 and 2030.
K2VITAL, the sometimes 99.7% all-trans K2 MK-7 complement ingredient, is a vitamin K2 that has been chosen for its stability and bioavailability.
“Research have proven that attributable to excessive bioavailability and lengthy half-life, the proper vitamin K2 is menaquinone-7,” Mattern previously told NutraIngredients. “MK-7 stays biologically energetic within the physique—longer than another type of vitamin Okay.”
MK-7 has been discovered to have an extended half-life than different types of vitamin Okay, which means it stays in circulation for prolonged intervals, permitting the physique to extra successfully put it to use for supporting bone well being, cardiovascular well being and general calcium regulation.
Research suggests two years of K2VITAL supplementation mixed with vitamin D considerably slowed down the development of the CAC (Coronary Artery Calcium) rating in high-risk sufferers, indicating the complement’s cardioprotective advantages.
Boosting shopper consciousness and demand for vitamin K2
Bettina Bendig, director of promoting, shopper technique & B2B2C development at Balchem Human Vitamin and Well being, instructed NI the marketing campaign’s mission is to lift shopper consciousness about the advantages of vitamin K2 by means of its business-to-business-to-consumer initiative.
“We perceive that within the crowded dietary supplements market, shoppers want steering to assist them know what to search for—particularly since this area isn’t as tightly regulated because the prescribed drugs area, so high quality differs,” Bendig mentioned. “By educating on a regular basis individuals on the advantages of vitamin K2, we’re making a connection between K2VITAL and shoppers, establishing it as a dependable selection when buying a product.”
She added that the subsequent stage of the marketing campaign will spend money on influencer advertising and marketing.
