Fonterra enters cognitive performance supplement market with new brand – WATCH

By Tingmin Koe

- Last updated on GMT

Related tags Fonterra cognitive performance blue light filter

New Zealand dairy giant Fonterra is diversifying its business with the launch of BioKodeLab – a supplement brand aimed at improving cognitive performance.

The brand currently consists of three product SKUs, namely Focus Plus, Calm Plus, and Probiotic Plus. They are exclusively sold via the direct-to-consumer channel in New Zealand at NZD$49.99 to $59.99 (US$29.60 – $35.60) per unit for a month’s supply.  

Each product contains Pro-Sight – a trademarked ingredient bundle by Fonterra. The products also contain either ThinkSharp or StresLes – two other trademarked ingredient bundles by the company. 

Specifically, Pro-Sight comes with vitamin A, riboflavin, lutein and zeaxanthin to support macular health. 

ThinkSharp consists of essential B group vitamins and phosphatidylserine derived from both dairy and soy to support brain and nervous system function, while StresLes contains vitamin C, riboflavin and vitamin B6 to support the nervous system.

Biokodelab fonterra 2

Aside from Pro-Sight, the product Focus Plus also contains ThinkSharp, while Calm Plus also consists of StresLes.

Biokodelab fonterra

On the other hand, Probiotic Plus contains Pro-Sight as well as two probiotic strains, namely Bifidobacterium lactis ​HN019 and Lacticaseibacillus rhamnosus ​HN001. The two strains are said to support digestion and immune health. 

This is the first time the firm has launched a supplement range aimed at supporting cognitive performance.

"We have decades of experience in understanding the infant brain, and now we are taking that decades of experience and applying it in optimising the adult brain. 

"As we look into the future and even now, there's significant call on people to manage their ability to cognise, to manage their stress. This is some of the biggest mega trends in the world.

"What we want to do is to bring the best of dairy, the best of plant and bring those two together synergistically to help protect and optimise the brain in this digitally-led world," ​Carl MacInnes, director of sales and marketing disruption at Fonterra said.

In the upcoming months, the brand will be launching a digital questionnaire to help consumers assess their brain health and cognitive performance.

Watch the video to find out more.

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