Tapping into the growing wellbeing market as it chases higher value products for New Zealand milk, Fonterra is launching a new brand.
Nutiani brand will see it use its intellectual property and research to help its business customers develop products in areas such as nutritional supplements, sports nutrition, medical nutrition and generic health and wellness.
“Fonterra’s deep expertise in nutrition science gives us an incredible advantage here,” said chief innovation and brand officer Komal Mistry-Mehta.
“We will use Fonterra’s existing expertise in nutrition science to develop targeted solutions, while opening up opportunities for strategic partnerships to deliver access to new markets and consumers.”
Fonterra is stepping up its innovation and science spending to move its milk into higher value specialty nutrition products as it looks for ways to increase profit in an environment where milk volumes are no longer increasing.
The co-operative is targeting the US$66 billion (NZ$108b) global market for physical, mental, and inner wellbeing nutrition which is growing at 6 percent per year, and the US$50b medical nutrition market which is growing at a 5 percent annual pace.
Fonterra expected North America, North Asia, China and Southeast Asia would be big markets for Nutiani
