ORANGE, N.J.—LycoRed recently launched Heart+Soil, a new marketing communications campaign designed to introduce consumers to the LycoRed brand and educate them about the company’s carotenoid technology.

“The LycoRed brand is evolving with a focus on becoming a more consumer-facing entity," said Golan Raz, head of commercialization for LycoRed’s North American business. Heart+Soil was launched on LycoRed’s home page and has increased visitors’ time on the website by almost 500 percent.

Raz and his team are currently evaluating all of the company’s branding efforts, and recently launched a separate communications program for NovaHue, a new subsidiary of LycoRed. NovaHue hosted a three-state tour dubbed “I ‘Heart’ Carotenoids," offering deep-dive education programming for physicians and health care providers in California, Florida and Texas around the company’s clinical products in the heart, skin and bone health areas.

Heart+Soil will be a major focus for LycoRed at SupplySide West, taking place in Las Vegas Oct. 6 to 10. LycoRed is exhibiting in booth 36081.