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Experience the New MenaQ7 K2 Brand Identity 

Brand identity- MenaQ7

Creating the Vitamin K2 category almost 20 years ago, a new MenaQ7® brand identity earmarks the next era of K2.

Gnosis by Lesaffre is excited to announce the new identity for its uniquely scientifically backed Vitamin K2 as MK-7: MenaQ7®â. The established K2 category creator with more than 22+ published human clinical trials, MenaQ7® as a brand has remained relatively unchanged for the past 14 years, with a keen focus on validated benefits for bone health in children and adults and cardiovascular health in adults. But in acquiring MenaQ7® in 2021, Gnosis recognized the growing potential of Vitamin K2 for more areas of health, marking the perfect time to introduce the new MenaQ7® Natural Vitamin K2 as MK-7.

 

“The foundation of clinical evidence using MenaQ7® is what built the Vitamin K2 category and shaped our understanding of this important nutrient as we know it today. We believe the brand has signified ‘Quality Confirmed by Science,’ which is why so many of our partners include the logo on their product labels, marketing collateral, and websites,” says Marc Philouze, Gnosis by Lesaffre General Manager. “Yet research is beckoning the continuation of that pioneering spirit, and more work must be done to confirm Vitamin K2’s expanding role in supporting other areas of health. To that end, we have decided to introduce a new logo and brand identity for this new journey.”

New Elements

Customers and the industry can expect no change in the core tenants of MenaQ7®: Science, Expertise, and Support. These pillars will anchor the brand on this new path of innovation, according to Philouze, which led to the “magnifying glass” component of the logo.

“The magnifying glass speaks to the curious spirit of discovery, and that quality and science must be meticulously sought,” he continues. “Curiosity is essential to usher Vitamin K2 into the future – illuminating new indications with technological innovations unlocking new consumer applications.”

Other new elements are the logo’s colors and tagline. The new logo emphasizes Gnosis’s dedication to natural processes that leave minimal environmental impact. To that end, the colors are softened and reversed from the traditional dark blue with a light green accent. And where MenaQ7® has long been “Vitamin K2 as MK-7,” the MenaQ7 logo tagline is now “Natural Vitamin K2 as MK-7.” 

“The visual identity introduced today has been designed to better connect with our customers and the industry, and represent the work we do, utilizing what nature has to offer and the protection of our planet’s resources,” concludes Philouze. “As we look to the future, we see nothing but promise and potential, particularly as the benefits of Vitamin K2 are expanding. Here, again, we will lead in that discovery with MenaQ7®.”

The new brand identity is reflected on the refreshed www.MenaQ7.com and will make the transition to quality finished products featuring MenaQ7®.

Brand identity- MenaQ7

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About Gnosis by Lesaffre 

Gnosis by Lesaffre harnesses the power of microorganisms and biotransformation processes like fermentation to cultivate nutritional actives, probiotics, and nutritional and functional yeasts that benefit human health and well-being. The team draws on its focused research and application capabilities to collaborate with nutraceutical and pharmaceutical brands to develop game-changing products for their customers.  

Gnosis by Lesaffre – Exploring Life to Improve Living. http://www.GnosisByLesaffre.com

About Lesaffre 

A key global player in fermentation for more than a century, Lesaffre, with a 2.2-billion-euro turnover, and established on all continents, counts 10,700 employees and more than 70 nationalities. On the strength of this experience and diversity, we work with customers, partners, and researchers to find ever more relevant answers to the needs of food, health, naturalness, and respect for our environment. Thus, every day, we explore and reveal the infinite potential of microorganisms. To nourish 10 billion people, in a healthy way, in 2050 by making the most of our planet’s resources is a major and unprecedented issue. We believe fermentation is one of the most promising answers to this challenge.   

Lesaffre – Working together to better nourish and protect the planet. 

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MenaQ7 study with children

45 mcg per day of vitamin K2 was shown to support the needs of healthy bones in children

Growing Strong Bones

Childhood is the most essential period for developing and building healthy bone mass.
However, research shows children have 8 to 10 times higher levels of inactive osteocalcin, which means they are not optimally building the bone mass they require during this period.[3]

In turn, today we see an increase in low-energy fractures in children. Thankfully there is a way to mitigate this situation.

Studies show that children who have optimal levels of Vitamins K2 and D3 have fewer bone fractures than children with lower status of these two vitamins. [4,5]

MenaQ7® is the only Vitamin K2 on the market proven to benefit bone health in children.

[3] Theuwissen E et al. Food & Function. 2013;5(2):229-34
[4] Popko J et al. Nutrients. 2018 Jun 6;10(6):734.
[5] Karpiński M et al. J Am Coll Nutr. 2017 Jan;36(1):64-71

MenaQ7® study show

180 mcg per day of vitamin K2 maintain bone health in postmenopausal women

Well-Being in Times of Change

It is well recognized that women approaching and going through menopause are prone to develop weaker bones.

During this period, hormonal changes lower oestrogen levels, leading to bone loss and increased fracture risk.

Compromised bone health is estimated to affect 200 million women worldwide. Supporting bone health in women during this period of life is growing in importance, particularly as an ageing population seeks to maintain their quality of life.

The combination of Vitamins K2 and D3 is shown to have a more beneficial effect on this demographic’s bone strength than either vitamin taken alone.[5]

MenaQ7® is the only clinically proven K2 to deliver on the promise of maintaining bone health in postmenopausal women.[2]

[5] Ushiroyama T et al. Maturitas. 202 Mar 25;41(3):211-21.
[2] Knapen MHJ et al. Osteoporos Int. 2013 Sep;24(9):2499-507.

Supporting Mothers for Healthy Babies

Pregnancy is a time of extraordinary change and the WHO estimates 20-30% of pregnant women suffer from some kind of vitamin deficiency. Post-natal supplements are important for many women during this period of their lives to ensure not only their health, but their babies as well.

In particular, pregnant women are advised to increase their calcium levels to support the growing babies’ bone and teeth – and to maintain the mothers own bone mass, which is depleted during pregnancy and nursing.

Research shows that women's bone metabolic status significantly changes over the period between pregnancy and during nursing [6], and as much as 50% of newborns are K deficient. Incorporating Vitamins K2 with D3 in post-natal supplements would benefit both mother and child through their combined optimization of calcium.

[6] Miyamoto T et al. Sci Rep. 2019 May 13;9(1):6787.

MenaQ7® study show

180 mcg per day is beneficial for bone and cardiovascular health.

Do What You Love Longer!

Calcification is believed to be an inevitable and unfortunate result of aging, but studies show that arterial calcification is, in fact, an actively regulated process where Vitamins K2 and D3 play a critical role.

In 2020 the ageing population (people over the age of 65) grew to approximately 727 million. Supporting bone and heart health is vitalto ensure quality of life as we age.

A 2013 study [8] evaluating the cardiovascular effect of Vitamin K2 (MenaQ7®) plus Vitamin D or Vitamin D alone showed more beneficial results when the two nutrients were combined than when D was taken alone.

MenaQ7® is the only clinically Vitamin K2 as MK-7 proven to reduce arterial stiffness in adult populations.[9]

[8] Kurnatowska I et al. Pol Arch Med Wewn. 2015;125(9):631-40.
[9] Knapen MHJ et al. Thromb and Haemost. 2015 May;113(5):1135-44.

 

Active Lifestylers

The bone and joint market is still expected to be driven by aging populations, but trends like Healthy Aging and Fitter for Longer open the market for younger demographics. Since 2000, views have drastically evolved about the importance of staying active and the role bone/joint health plays in one’s ability to do so.

Bone fractures are an obvious hindrance to staying active. In fact, every 3rd woman and every 5th man over the age of 50 will experience osteoporotic fractures. It is also worth noting that young female athletes have higher fracture risks than male counterparts.

Knowing the intricate balance between Vitamins D3 and K2, and its combined benefits for bone and heart health, a product that aims to support active lifestylers should incorporate both.

Start supercharging your D3 here