Lindsay Cole, sales & business development manager with New Jersey-based Balchem, noted opportunities in the bone and joint health space. “As the consumer demographic for bone and joint health supplementation continues to evolve, brands need to redefine their offering to target this audience,” she said. “For example, there are promising opportunities to dial up the importance of bone and joint health for sports nutrition and performance.
“Balchem is leading the way here through its B2C co-branding partnerships,” she said. “Balchem recently announced a partnership between K2VITAL and FC Bayern Women’s soccer team (Germany). This collaboration reflects our shared mission to educate consumers and inspire healthier lifestyles. This partnership is a pivotal step in our longer-term strategy to bridge the gap between B2B and B2C markets, creating a unique connection with the increasing, passionate fanbase of women’s sports while also driving the demand for this powerhouse nutrient.”
