Case Study: Lactoferrin Tablets with Biotis® Lactoferrin

The Market

Consumer research shows that in the last two years, 22% of women in the Asia-Pacific region have taken supplements to support their health.¹ One ingredient used in supplements that is well known in this region is lactoferrin, with the highest awareness of lactoferrin in Indonesia (60%), China (56%), Korea (54%) and Japan (51%).¹

Lactoferrin is a naturally occurring globular glycoprotein found in whey, which has been shown to help support a healthy response to infections^2,3,4 to help support a normal immune response² and to help maintain normal immune-modulatory effects.^5,6,7,8,9

And, as the awareness of the benefits of lactoferrin grows, so does new product development. From 2018 – 2020, the growth in new products with lactoferrin increased by 112.5% in Asia, with powders and tablets being the most popular formats.¹⁰

The Opportunity

A leading Asia-Pacific supplier of health and beauty food and supplements brought an idea to FrieslandCampina Ingredients to launch a lactoferrin supplement targeting premium consumers – and they wanted to go to market on an accelerated timeline.

The company decided to develop a tablet using Biotis^® Lactoferrin, from FrieslandCampina Ingredients, along with Vitamin B, Vitamin C, Vitamin D, Vitamin E, zinc and selenium.

After the initial samples were sent and the ambition of the project was shared, the Biotis^® team worked with the company to ensure a reliable supply of high-quality lactoferrin within their deadlines.

As a result of excellent teamwork and efficiency throughout the entire process, the company was able to successfully launch their lactoferrin tablets on schedule in Q4 2021.

 

The Biotis^® Difference

A crucial part of the launch for the company was to ensure their marketing story supporting the supplement would resonate with their customers.

In the build-up to the launch, the Biotis^® team helped the customer shape their messaging by providing resources on the origin and quality of Biotis^® Lactoferrin, and by supporting with marketing resources on FrieslandCampina and the 150-year history of the company.

Additionally, by using the logo and brand name of Biotis^® Lactoferrin on-pack and on their website, the company is able to benefit from the value of using a branded ingredient:

• 66% of female consumers in the Asia-Pacific region who take nutritional supplements check for branded ingredients when buying supplements;¹
• And 65% state that branded ingredients are influential when they choose which supplements to use.¹

Throughout the entire project, a large number of stakeholders were involved. Therefore, it was crucial that the Biotis^® team were more than just an ingredient supplier to the company, but a real strategic partner. For example, the Biotis^® team helped to streamline communication with different stakeholders, such as the marketing teams of the company’s commercial partners, which helped ensure a smooth launch of the supplement.

Following the launch, the Biotis^® team continues to partner with the company, for example, by ensuring they have the right supply that provides them with the flexibility they need to grow.

The Result

The company had a successful launch of its supplement in Asia-Pacific with Biotis^® Lactoferrin – but this is just the beginning of a long-term partnership.

The companies are working together to support the growth of the lactoferrin tablet in the region. Plus, they are exploring ways to support the everyday life of their customers with new product development in health benefit areas that support the most pressing needs of their customers.

 

References

1. FMCG Gurus, 2020
2. Mizuki et al., 2020
3. Oda et al., 2020
4. Vitetta et al., 2013
5. Splunter van et al., 2018
6. Kawakami et al., 2015
7. Mulder et al., 2008
8. Dix & Wright. 2018
9. Zimecki et al., 1999
10. Innova, 2020