Lubrizol delivers latest indulgent nutraceutical gummy line for Vitafoods
Nutraceutical business Lubrizol Life Science Health (LLS Health), is set to showcase its latest Lipofer highly concentrated iron-fortified gummies ranges at this year’s Vitafoods event taking place in Geneva, Switzerland this May, writes Neill Barston.
As the company explained, its pectin-based treat has been developed to offer an indulgent experience that also provides clear health benefits within a single product.
According to the company, it has developed a holistic approach to boosting wellness: “Connecting the dots: helping our customers adapt to the consumer’s mind”.
The strategy focuses on discovering consumers’ unmet needs from a left lobe/science-based and right lobe/sensory-based perspective to provide the fullest value of nutraceuticals.
In describing the development of its new series, the company highlighted that in making product choices, our left side of the brain focuses on science and clinical evidence, while the right side focuses on sensory experience. By gaining a deeper insight into these mechanisms, Lubrizol addresses product solutions that provide a stronger value proposition with science-backed, microencapsulated ingredients that tackle different categories of well-being.
Lubrizol also invites booth visitors to enjoy a virtual zone where they can fully discover the benefits of microencapsulated iron. The company is at Vitafoods Europe, between 9-11 May, Stand #D60.