The company promoted its branded ingredient with an exhibition stand at the Allianz Arena in Munich during the opening game of the German football league earlier this month, showcasing German brand Natsana’s K2VITAL-containing Natural Elements range.
“This initiative is part of Balchem’s latest marketing strategy, which aims to raise consumer awareness of the health benefits vitamin K2 has to offer, bridging the gap between B2B and B2C markets,” the firm said.
Balchem announced its partnership with FC Bayern Women earlier this year to educate consumers about the importance of vitamin K2 and communicate the quality standards associated with K2VITAL.
“Women’s sports are gaining popularity, especially football, with a rapidly growing global fanbase,” said Dominik Mattern, vice president of science, business development and marketing at Balchem Human Nutrition and Health. “Balchem’s partnership with FC Bayern Munich gave us the perfect opportunity to showcase the co-branded product range to a large, engaged audience.”
He explained that featuring a branded ingredient like K2VITAL helps build consumer confidence and creates a direct path to purchase, “demonstrating how supplier-brand partnerships can deliver tangible business results.”
Vitamin K2 for bone and heart health
Vitamin K2 is an essential nutrient that directs calcium away from the arteries and deposits it into the bone, supporting bone and heart health.
Typically, western diets lack foods rich in vitamin K2, which has increased consumer interest in supplementation, and according to a report by Grand View Research, the European vitamin K2 market is forecast to grow at a CAGR of 12% between 2024 and 2030.
K2VITAL, the typically 99.7% all-trans K2 MK-7 supplement ingredient, is a vitamin K2 that has been selected for its stability and bioavailability.
“Studies have shown that due to high bioavailability and long half-life, the right vitamin K2 is menaquinone-7,” Mattern previously told NutraIngredients. “MK-7 remains biologically active in the body—longer than any other form of vitamin K.”
MK-7 has been found to have a longer half-life than other forms of vitamin K, meaning it stays in circulation for extended periods, allowing the body to more effectively utilize it for supporting bone health, cardiovascular health and overall calcium regulation.
Research suggests two years of K2VITAL supplementation combined with vitamin D significantly slowed down the progression of the CAC (Coronary Artery Calcium) score in high-risk patients, indicating the supplement’s cardioprotective benefits.
Boosting consumer awareness and demand for vitamin K2
Bettina Bendig, director of marketing, consumer strategy & B2B2C growth at Balchem Human Nutrition and Health, told NI the campaign’s mission is to raise consumer awareness about the benefits of vitamin K2 through its business-to-business-to-consumer initiative.
“We understand that in the crowded supplements market, consumers need guidance to help them know what to look for—especially since this space is not as tightly regulated as the pharmaceuticals space, so quality differs,” Bendig said. “By educating everyday people on the benefits of vitamin K2, we’re creating a connection between K2VITAL and consumers, establishing it as a reliable choice when purchasing a product.”
She added that the next stage of the campaign will invest in influencer marketing.
