Balchem, a global manufacturer of specialty ingredients, launched its first direct-to-consumer initiative for its K2VITAL™ brand at the FC Bayern Women's season opener on September 6. The event took place at the Allianz Arena in Munich, reaching 57,762 football fans.
This initiative is part of Balchem's new marketing strategy to raise consumer awareness of vitamin K2's health benefits, bridging the gap between B2B and B2C markets. The company promoted K2VITAL™, a patented 99.7% all-trans K2 MK-7 supplement ingredient, through an exhibition stand.
The event showcased co-branded products from Balchem's customer, Natsana, within the Natural Elements® brand portfolio. This direct engagement aims to strengthen confidence in K2VITAL™ and provide a direct path for consumers to purchase customer products, demonstrating the potential for supplier-brand partnerships to deliver business results.
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