Company insight A new era for vitamin K2
Vitamin K2 may be experiencing an impressive expansion on the market right now, but one brand that has consistently stood out is MenaQ7 from Gnosis. Behind the new branding and design, at its core is the same product that has been supporting bone and cardiovascular health for more than 20 years.
he MenaQ7 brand has remained relatively unchanged since it created the vitamin K2 category almost 20 years ago. It is still sharply focused on validated benefits for bone and cardiovascular health. But in acquiring MenaQ7 in 2021, Gnosis recognised vitamin K2’s growing potential for more areas of health, marking the time to introduce a new brand identity.
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The MenaQ7 brand has come to signify ‘quality confirmed by science’, which is why so many companies include the logo on their product labels, marketing collateral and websites. Yet, research is beckoning the continuation of that pioneering spirit and more work must be done to confirm vitamin K2’s expanding role in supporting other areas of health.
nutrient to what we know today. While other companies have benefited from this evidence and used it to their advantage, only now are they beginning to invest and confirm the efficacy of specific K2 ingredients.
K2 solutions that set your product apart Beyond the essential foundation of science, Gnosis finds brand owners solutions while adding value to their portfolios. Whatever the finished product goal is, there is a MenaQ7 K2 that can bring that vision to life. Gnosis listens closely to its partners as they articulate their challenges, and then commits to finding an answer. Vitamin K2 stability is an excellent example, which is why Gnosis developed its K2 Matrix protective technology.
“The core tenants of MenaQ7 – science, expertise and support – will anchor the brand on this path of innovation, fortified with the specific expertise that Gnosis is known for.”
To that end, Gnosis by Lesaffre has introduced a new logo and brand identity for this journey. The core tenants of MenaQ7 – science, expertise and support – will anchor the brand on this path of innovation, fortified with the specific expertise that Gnosis is known for.
Get science from the source The foundation of clinical evidence supporting MenaQ7 – with more than 22 published human clinical trials confirming it’s safe and its efficacious benefits – is what built the vitamin K2 category and shaped the understanding of this important
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This award-winning innovation is a true clean-label solution for protecting the K2 molecule in complex formulations and has been applied to MenaQ7 K2. In doing so, it opens the potential of quickly and confidently creating more complex formulas in a range of consumer- friendly finished product formats.
Beyond heart and bone to aspire for more
Gnosis is committed to building on the K2 legacy that is anchored in MenaQ7. With a strong belief that this is only the beginning of discovering the importance of K2 as a fundamental vitamin for health and well-being.
The industry is seeing strong links between the cardiovascular mechanism established in MenaQ7 studies to other important areas of human health, such as brain, vision and joint health. Gnosis is exploring these links to provide the all-important clinical validation that confirms these benefits can be produced for the market.
The fine art of marrying novel ingredients MenaQ7 fits perfectly in the expansive Gnosis portfolio of clinically validated branded ingredients that serve a wide range of market segments: mobility and joint health, wellness and immune health, digestion and gut health, reproduction and women’s health, and mood and cognitive health. A partnership with Gnosis means accessing the synergistic nature of these ingredients and how they can create truly impactful products, unlike anything the industry has seen before.
Ambition with K2 expertise: a powerful partnership MenaQ7’s new visual identity has been designed to better connect with Gnosis customers and the industry. It represents its mission to utilise what nature has to offer and protect the planet’s resources. As the benefits of vitamin K2 expand, there is nothing but promise and potential. Here, again, Gnosis will lead in that discovery with MenaQ7. Gnosis is prepared to equip its customers with the tools they need – science, support and solutions – to connect them with consumers. This with the overall goal to help to grow customer’s businesses, while also improving the state of global health. ●
www.gnosisbylesaffre.com 27
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