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Fonterra has announced the launch of a new B2B wellbeing brand, called Nutiani, as it aims to become a leader in the nutrition science space. Targeting both the medical and everyday nutrition, Fonterra described the growth potential for Nutiani is "significant". The dairy giant says that the global markets for physical, mental and inner wellbeing nutrition are (combined) worth $66 billion, while medical nutrition is valued at $50 billion. Nutiani is said to offer end-to-end solutions to customers through a wide range of nutritional products, concepts and services that tap into Fonterra's intellectual property and research investments. Fonterra’s chief innovation and brand officer, Komal Mistry-Mehta, said: “Our health and wellbeing customers are facing growing pressure to accelerate their innovation pipeline to respond to these dynamic consumer demands, yet they face common challenges during new product development and are looking for partners to fill their capability gaps”. She continued: “Nutiani answers this need by providing a suite of solutions which help customers tackle the pain points associated with each step of the innovation journey – from identifying the opportunity to validating the final product. We will use Fonterra’s existing expertise in nutrition science to develop targeted solutions, while opening up opportunities for strategic partnerships to deliver access to new markets and consumers”.