Users of the site will be able to read about the science behind probiotic strains, clinical trials that back consumer benefits and identify personalised strains
IFF Health has launched a website to showcase "the expanded capabilities of the newly merged IFF Health and Howaru businesses". The resource hub is designed to provide brand partners and co-manufacturers technical insights, market intelligence and microbiome innovation resources.
Users of the site will be able to read about the science behind probiotic strains, clinical trials that back consumer benefits and identify personalised strains and formulations for their target audience.
“Whether you’re just getting started in the microbiome space or you’re an established manufacturer, product intelligence is a value-add,” said Natalia Melo, North America commercial marketing manager, IFF Health. “Our goal was to create a go-to hub that empowers brands to understand the full life cycle of a strain and formulation development and equip them with the resources needed to feel confident in formulating their next-level product.”
Visitors can also tune in to a monthly podcast series that focuses on "harnessing the power of microbiome innovation and intelligence, targeting emerging brands and product categories". There are also on-demand virtual educational summits with content designed to address market needs.
Brands looking to personalise products can explore probiotics and botanicals combinations with IFF’s health and wellness solutions, and learn about the finished format possibilities at the company's health concept lab.
“The revamped site provides customised resources including regulatory and technical expertise and support for supplement co-manufacturers seeking to develop innovative formulations for their customers,” said Jennifer Montgomery, global brand manager, IFF Health. “By helping users expand their knowledge of emerging strains and formulations, we’re equipping them with the strategies needed to succeed in the ever-evolving health and wellness space."