Products with Purpose: New DSM Brand Strategy Marks Transition to End-to-End Partner in Nutrition and Health

Industry News 10/29/2020

3min read

By: Talking Nutrition Editors

Exploring DSM’s strategic evolution in human nutrition and health markets 

  • DSM launches a new brand campaign that reflects the business’ evolved strategic direction as an end-to-end partner for customers in the human nutrition and health markets. The transition champions the purpose behind the products that help solve the world’s greatest nutritional challenges and keep the growing global population healthy. 
  • ‘Products with Purpose’ brings DSM’s end-market expertise to life through a range of concepts that demonstrate how the business’ expert services power high-quality products and customised solutions that allow customers to address consumer health concerns and bring real-life health and wellbeing benefits to people worldwide. 
  • Here, the Talking Nutrition team talks with DSM HNH Nutritional Products’ Head of Global Marketing Communications, Outi Armstrong  and James Bauly, Head of Personalized Nutrition, about the strategy behind the brand experience campaign, what it means for DSM’s customers and some innovative examples of ‘Products with Purpose’ in action. 

Introducing Products with Purpose

Outi Armstrong: DSM’s purpose is to create brighter lives for all, which – in the human nutrition and health markets –translates to keeping the world’s growing population healthy. This focus is at the heart of the ‘Products with Purpose’ campaign, which is deeply rooted in our core values of responsibility, sustainability and value.  

Where our competitors see each product as merely an item on a shelf, we are able to see the humanity behind our customers’ products – understanding the people who use the products, the real life benefits that they bring and how they can solve some of the world’s greatest nutritional challenges to create brighter lives.   

Uncovering this concept was truly a case study in collaboration. The process saw us embark on an international, cross-functional journey where we collaborated with internal stakeholders and external customers to receive input, direction and commentary to arrive at a creative vision that encapsulated who we are. The results of this journey speak for themselves – powerful creative concepts that communicate our strategic platform and expertise across every vertical in an instantly recognizable and memorable way. 

A reliable, innovative, end-to-end partner 

Outi Armstrong: DSM has built a strong legacy in the nutritional ingredients market. But as we’ve grown through acquisition, new product development and strategic actions, the perception of DSM as solely an ingredients provider no longer reflects the reality of who we are as a business. 

Our evolution has seen DSM go beyond supplying ingredients to providing science-backed products, customized solutions and expert services, and the new brand strategy now fully reflects DSM’s complete offering across the Dietary Supplements, Early Life Nutrition, Food & Beverage, Nutrition Improvement, Medical Nutrition, and Pharma markets. 

Now more than ever, manufacturers are looking for flexibility, agility and collaboration in a partner. Whatever our customers are looking for – whether an ingredient, premix capabilities or complete end-to-end support in bringing a product from concept to consumer – simplifying the way we present our business enables us to find the right solution and, ultimately, get products market faster.    

Our new strategy communicates how DSM supports customers through every stage of the product development cycle from concept to consumer. This includes restructuring of our broad human nutrition and health portfolio around three key pillars - high-quality products, customized solutions and expert services. We’ve mapped this evolution in our new Partner Mark, which clearly communicates how we support our customers as an innovative, end-to-end partner.  


Our press release announcing the new brand strategy shares further detail on this topic. You can read the full story here.

Introducing Products with Purpose

Outi Armstrong: DSM’s purpose is to create brighter lives for all, which – in the human nutrition and health markets –translates to keeping the world’s growing population healthy. This focus is at the heart of the ‘Products with Purpose’ campaign, which is deeply rooted in our core values of responsibility, sustainability and value.  

Where our competitors see each product as merely an item on a shelf, we are able to see the humanity behind our customers’ products – understanding the people who use the products, the real life benefits that they bring and how they can solve some of the world’s greatest nutritional challenges to create brighter lives.   

Uncovering this concept was truly a case study in collaboration. The process saw us embark on an international, cross-functional journey where we collaborated with internal stakeholders and external customers to receive input, direction and commentary to arrive at a creative vision that encapsulated who we are. The results of this journey speak for themselves – powerful creative concepts that communicate our strategic platform and expertise across every vertical in an instantly recognizable and memorable way. 

Purpose-led by example 

James Bauly: One area of investment that reflects our focus on purpose supported by our end-to-end offering is personalized nutrition. Personalized nutrition is gaining considerable momentum amongst health-conscious consumers looking to take control of their health and wellness by tailoring their specific nutritional requirements to match their lifestyle and needs. 

Creating truly personalized products in this field requires diverse capabilities across multiple disciplines, ranging from diagnostics and data acquisition, through to new engagement, manufacturing and distribution platforms. 

As a purpose-led, science-based company committed to creating brighter lives for all, personalized nutrition is a key area in which we can make a real-world difference through our end-to-end portfolio of products, customized solutions and expert services. We continue to invest in developing strategic partnerships and building the only fully integrated personalized nutritional solution platform to empower consumers to make data-driven, conscientious choices that positively impact their health and wellbeing. 

Our acquisition of AVA, a Boston-based personalized nutrition platform that provides nutrition and coaching recommendations, has supported our progress towards becoming an end-to-end co-innovator that offers a turnkey personalized nutrition solution with all the necessary capabilities at each step of the value chain.  

Other areas where we’re focusing on the real-world impact of our customers’ products include immunity, where nutrition has been shown to play a vital role in supporting more resilient immune function, as well as helping customers’ address trending consumer health concerns such as gut, brain and eye health through nutritional solutions. 

A purpose-led partner

Purpose drives us to pour more passion into nutrition that builds better lives for every generation. It’s the key ingredient in everything we do. But we’re more than just ingredients at DSM. Watch our video to find out how, together, we can deliver brighter days, brighter nights and brighter lives for all.

Tags: INDUSTRY NEWSPROCUREMENTSENIOR MANAGEMENTARTICLER&DMARKETING

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