Balchem, a manufacturer of specialty health and nutrition ingredients and official partner of the FC Bayern (FCB) Women’s soccer team, launched its direct-to-consumer initiative showcasing the benefits of vitamin K2 to FCB fans.

The company promoted its K2Vital brand with an exhibition stand at the Allianz Arena in Munich during the opening game of the Bundesliga on Sept. 6.

Balchem aims to raise consumer awareness of the health benefits of vitamin K2, bridging the gap between business-to-business and business-to-consumer markets.

At the opening event, the 57,762 fans in attendance (a new German record) were introduced to K2Vital, a patented, typically 99.7% all-trans K2 MK-7 ingredient. The company spotlighted co-branded products from its customer Natsana, within the Natural Elements brand portfolio.

Before the match, visitors at the booth were encouraged to learn more about the benefits of K2 from Balchem’s experts with a digital quiz and cornhole game for the chance to witn FCB Women co-branded merchandise. The K2Vital promotion page also offered fans a discount code and the chance to explore the co-branded Natural Elements product range, including liquid drops, capsules, and solutions that combine K2 with vitamin D for bone health.

“When we initiated the partnership with FC Bayern Women, our goal was to educate consumers about vitamin K2 and reinforce the high-quality standards embodied in our K2Vital. The team proved to be the perfect partner – acting as outstanding ambassadors of health with over a billion fans worldwide,” said Dominik Mattern, vice president of science, business development, and marketing at Balchem. “Now, we’re taking the next step by hosting our first-ever direct-to-consumer event and harnessing the value of our branded ingredients to drive differentiation. We are so glad to be able to integrate in this first experience a collaboration with our partner Natsana, creating a mutual opportunity for growth.”

“Women’s sports are gaining popularity, especially football, with a rapidly growing global fanbase. Balchem’s partnership with FC Bayern Munich gave us the perfect opportunity to showcase the co-branded products range to a large, engaged audience,” said Mattern. “Featuring a trusted branded ingredient like K2Vital not only strengthens confidence, but also provides a direct path for consumers to purchase our customers’ products, demonstrating how supplier-brand partnerships can deliver tangible business results.”