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This is part of a case series. Part of a case series on marketing innovation, the Nestle Branded Active Ingredients describes how Nestle developed its strategy of marketing key functional ingredients for some of its leading food brands across different markets. The underlying concept behind this idea was to build brand sustainability and translate complex scientific arguments into simple messages that consumers could understand. This approach was similar to the ingredient marketing strategy of non-food brands such as Gore-Tex or Intel. After overcoming internal doubts and resistance, the project team went on to develop one of the most innovative marketing strategies for the food business and helped some of Nestle's existing brands become unrivalled market leaders in their categories.