Microsoft word - final_e_think newtrition1003.doc

Media Contact
Health Ingredients Japan 2011: BASF unveils “Think
Newtrition™” to the Japanese Market
BASF Japan Ltd. Corporate Communications ¾ New global initiative strengthens the company’s position as a Eriko Mugitani
preferred solution partner for food, beverages and dietary Tel: 03-3796-4865
¾ Sustainability, Eco-efficiency, and Traceability (S.E.T.)
program highlighted during the show
Consumer Enlightenment Program continues to create
demand for vitamin E
Tokyo, Japan – October 3, 2011 – BASF celebrates the Japanese launch of the global “Think NewtritionTM” initiative in conjunction with the legal integration of Cognis Japan into BASF Japan. Think NewtritionTM will be unveiled to the Japanese market at Health Ingredients exhibition from October 5 through 7 in Japan 2011, at Tokyo Big Sight, following the legal integration of the two businesses Think NewtritionTM is BASF’s new global market initiative to strengthen the company’s position as a partner and driving force in the food, beverages and dietary supplements market segments, while aligning nutrition products with the needs of today’s and tomorrow’s consumers. “With Think NewtritionTM, we aim to start a dialog with the key players in the market that will help us serve unmet consumer needs, and Corporate Communications anticipate future issues. It represents a future-oriented approach for TEL: +813-3796-4863 customers that are striving to enhance their products and add health

appeal to their brands.” said Dr. Massimo Armada, Senior Vice BASF has positioned itself as a market leader with consumer-focused concepts and solutions, sustainability capabilities and tools for customers, extensive operational, research and development expertise, and services in applications and marketing. Customers can choose from a full range of ingredients, including nature-based, nature-identical and synthetic varieties, to improve the health, taste and consumer “With Think NewtritionTM we follow the underlying principle of ‘think business-to-consumer and act business-to-business,” comments Claudia Guterl, Vice President Global Marketing Human Nutrition BASF. “An example of this thinking is BASF’s Vitamin-E Consumer Enlightenment Program: it raises consumer awareness of the health benefits of vitamin E while at the same time offering relevant concepts and solutions for our customers’ branded products, capitalizing on the added value of the consumer enlightening project “E” icon” to BASF is also serious about helping customers meeting the surging consumer demand for food safety and sustainability. As a result, the Sustainability, Eco-efficiency, and Traceability (S.E.T.) program has been established and will be presented at Health Ingredients Japan. “BASF is a global leader in sustainable nutrition. With the tools included in the S.E.T. program, customers can analyze and systematically improve the sustainability of their products over time. On this basis, BASF Japan Ltd. customers can make verifiable value propositions to their customers Corporate Communications and the consumer,” comments Ying Guo, Technical Marketing Human Nutrition, who will be presenting on this topic on October 5, 4 p.m., on About Nutrition & Health
BASF's Nutrition & Health division develops, produces and markets a comprehensive range of products and services from the Pharmaceuticals, Aroma Chemicals, Human Nutrition and Animal Nutrition industries. The division addresses customer needs and enhances their consumers' well-being and quality of life. The division provides the Pharmaceutical industry with active ingredients such as caffeine and ibuprofen, as well as excipients and customized synthesis services. Nutrition & Health produces Aroma Chemicals such as citral and geraniol for the Flavor and Fragrance industry. Important Human Nutrition products are vitamins and carotenoids, plant sterols, emulsifiers and omega-3 fatty acids. Its feed additives such as vitamins, carotenoids and enzymesmake Nutrition & Health a worldwide leader for the Animal Nutrition About BASF Japan
BASF started business in Japan in 1888. The BASF in Japan consists of eight companies with BASF Japan Ltd at its core. Activities cover five business segments that include chemicals, plastics, functional solutions, performance products and Main production sites are in Yokkaichi (thermoplastic polyurethanes [TPU] and polymer dispersions), Chigasaki (admixtures for concrete, construction chemicals) and Totsuka (coatings). The Amagasaki R&D Center, located close to many of the electronics technology leaders in Japan, focuses on innovative solutions for LC display and energy management. In 2010, BASF in Japan accounted for a total of 1,700 employees, and achieved sales of €1.7 billion. For further information please visit: About BASF
BASF is the world’s leading chemical company: The Chemical Company. Its portfolio ranges from chemicals, plastics, performance products and agricultural products to oil and gas. As a reliable partner BASF creates chemistry to help its customers in virtually all industries to be more successful. With its high-value products and intelligent solutions, BASF plays an important role in finding answers to global challenges such as climate protection, energy efficiency, nutrition and mobility. BASF posted sales of about €63.9 billion in 2010 and had approximately 109,000 employees as of the end of the year. BASF shares are traded on the stock exchanges in Frankfurt (BAS), London (BFA) and Zurich (AN). Further information on BASF is available on the Internet at or in its Social Media Newsroom at



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