Royal DSM, Delft, Netherlands, said it 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 championing the purpose behind the products that help solve the world’s greatest 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 restructuring DSM’s broad human nutrition and health portfolio around three key pillars: high-quality products, customized solutions and expert services, DSM said.

“Our organization has undergone significant growth in recent years, building on a strong decades-long legacy in the nutritional ingredients market,” said Philip Eykerman, president of DSM Human Nutrition & Health. “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 by expressing 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 unique understanding of the humanity of the end consumer and the real life benefits that nutritional products may have on the health and wellbeing of people worldwide. The campaign will roll out across multiple touchpoints, including trade press, digital advertising and social media, DSM said.