Jungbunzlauer

Challenge

Jungbunzlauer is a global leader in bio-based ingredients, with over 150 years of scientific expertise and commercial success. As the market shifted and competitive pressure intensified, its leadership team recognized the need to evolve.

While the business had a strong reputation in acidulants, there was untapped growth potential across newer, fast-growing categories. A big challenge for the business was their digital experience. Its website content lacked clarity, and it was difficult for audiences to explore the full breadth of their portfolio. Opportunities were being lost.

The businesses needed a refreshed brand and website that would bring alignment and clarity to the market, its leadership, and future.

Alongside this, there was a critical need to attract a new generation of employees to build on today’s foundations and drive the business forward.

This provided a real opportunity for the business to rewrite a new chapter for growth.

Idea

To unlock Jungbunzlauer’s next phase of growth and drive change, we aligned leadership and the business around three core areas: business, brand, and culture. Underpinning this alignment was a single, unifying idea: Naturally Better.

This became a strategic anchor for the business, which connected product excellence, sustainability and a quietly confident culture. It gave the leadership team a shared language for the future and helped them communicate the ambition with clarity and consistency.

With leadership aligned and direction clear, the brand could finally show up with confidence in the market: a sharper story; a more compelling digital presence; and a digital experience to drive growth.

Achieving leadership alignment

Working closely with the CEO and senior team a cohesive vision was articulated: its purpose, ambition and strategy on one page. It became the single reference point for leadership alignment and decision-making.

This process created genuine engagement across the leadership team, helping them connect the dots between business ambition, category growth, and culture. It built belief and enabled the team to show up with one voice, internally and externally.

A brand strategy repositioned for growth

For decades, Jungbunzlauer had been seen as a leader in citric acid. But the business had far more to offer.

A new market positioning helps shift perceptions, without losing the credibility that had been earned over 150 years. This meant:

Evolving how the business talks about itself.
Highlighting its leadership across acidulants, minerals & solutions, and texturants.
And dialing up the company’s long-held commitment to natural, bio-based ingredients as a competitive strength.

The visual identity was also refined to bring a more modern, confident look and feel that matched the new ambition.

Turning culture into a performance driver

With a third of the workforce approaching retirement, it was critical to build a culture that could attract and retain the next generation.

We helped define new values and articulate an employee value proposition (EVP) that aligned to the wider brand story. Talent messaging was refreshed and activated internally, ensuring everyone could see how their role connected to the bigger picture.

From factory floor to commercial team, the business now has a cultural foundation built not just for continuity, but for performance.

Website as a transformation tool

One of the most visible and vital changes came through the new website.

The existing site wasn’t serving its purpose. Visitors often struggled to navigate beyond citric acid products. Internally, the marketing team had limited flexibility to update or customize content.

The website was built from the ground up with:

A refreshed experience aligned to the new brand and audience expectations.
A new Ingredients Finder feature, making it easier for users to discover products based on needs.
A structure built for SEO performance, with design patterns that surface insight, resources and key categories.
A fully editable CMS that gave the internal team the freedom to build landing pages, publish content and respond to campaigns quickly.
A modular, flexible platform on WordPress.

The result is a more engaging, user-focused digital experience that reflects the ambition of the business.

Visit the site

Go to market and activation

We delivered materials that reinforce the story both internally and externally:

Campaigns aligned to the new growth areas: acidulants, minerals & solutions, texturants.
Corporate and product campaigns.
A refreshed website.
A new brand film and trade show presence.
Launch toolkits for category teams.

Creating consistency. Unlocking value.

Through every part of the work, Jungbunzlauer can now move as one business, with clarity.

With Naturally Better as the unifying idea and Jungbunzlauer’s team aligned, the brand has the confidence to win new opportunities and grow with purpose.