Lonza Extends Branding to FiberAid®

ALLENDALE, N.J.Lonza introduced a new quality seal and branding concept for its prebiotic fiber ingredient, FiberAid®. The move is an extension of a branding move launched by Lonza in early 2007 around its Carnipure L-carnitine ingredient. Both ingredients quality seals share graphic elements, and have been tested with consumers to ensure the clarity of the quality message on finished products.

We are glad to now have a consistent look for our health ingredients, as recognizability is key, said Reto Renggli, director of marketing and sales for nutrition at Lonza. The new branding concept also reflects the quality and reliability that make Lonzas nutrition products trusted by both our customers and the end consumers.

Along with the new branding, Lonza launched a new product Web site (www.Fiberaid.com) to discuss the main benefits and characteristics of FiberAid®.