Novel Ingredients, under new leadership, recently launched its new brand position, Wellness from Within. This position covers Novel’s entire offering of highly differentiated, clinically backed ingredients; processing technologies; and a supply of botanicals for the nutraceutical, food, personal care and pet food industries.
 
Accompanying this brand position and new visual brand identity is the launch of its patented energy performance ingredient, Kinetiq, which Novel will debut at SupplySide West 2015.
 
Recognizing that consumers now seek to achieve holistic wellness through food, supplements, and personal care, Novel assigned the “Wellness from Within” concept as a guiding value to reflect not only this consumer trend but also the evolution of the company’s offerings, including its vertically integrated suite of services.
 
“With interest in health and wellness continually growing among consumers, we felt the time was right—and necessary—to refine and clarify our focus on improving health inside and out,” said Peter Bradley, CEO. “And this isn’t just a rehash of holistic health or general wellness—what we’re anticipating and the shift we’re evolving to target is the concept of food as medicine. This shift is massive,” continues Mr. Bradley; “the lines between the supplements and food industries are blurring at a rapid pace, and we’ve positioned ourselves to help both consumers and manufacturers navigate this shift.”
 
Among Novel’s suite of wellness ingredient innovations is a line of flavor balanced vegan proteins, proprietary processes for absorption and binding, and a line of botanicals drawn from Novel’s vertically integrated supply chain. Additionally, Novel is now offering customers specialized sourcing and traceability programs, including its proprietary DNA PUR selection of identity-certified botanicals.
 
“This new brand position allows us to better communicate our real value to a changing industry,” said Jeff Avila, vice president of marketing. “Given the scale of our recent investments—including our new 40,000 square foot pharma-grade manufacturing plant in New Jersey—and the pace at which we continue to develop new products and technologies, we’ve become so much more than an ingredient services company—we’ve become true vertically integrated partners.”
 
One key innovation under the new Novel brand is the evolution and launch of Kinetiq, a new stimulant-free performance ingredient that delivers energy, thermogenic, and resistance training performance benefits, all backed by over a dozen human safety and efficacy clinical studies. Ideal as an ingredient for both active fitness and weight management applications, Kinetiq is available in a range of new delivery forms and product prototypes, including beverage powders, ready-to-drink, and chews.
 
For more information: www.novelingredient.com