DHA is an omega-3 fatty acid that’s critical for brain, eye, and heart development throughout life. Martek/DSM’s plant-based source of DHA is the only source approved by the FDA for use in infant formula. 95% of infant formula sold in the U.S. contained Martek/DSM’s DHA. Success is great, but what was the next growth opportunity?

Martek/DSM identified a new opportunity for growth in becoming a healthy additive for consumer foods like Kellogg’s and General Mills. To differentiate their product from the competition, Martek/DSM decided to develop a consumer brand. They would leverage the millions of impressions received from their logo appearing on packaging to fuel the brand’s growth.

My role was the creation of the master brand system, brand guidelines, all launch materials, and partner product guidelines for use of the brand as an endorsement mark as well as marketing and trade show materials as life’sDHA continued growing.

There are now over 500 food, beverage, and supplement products containing life’sDHA around the world. Partner companies have embraced life’sDHA. The life’sDHA brand is receiving strong and continuous support.