The philosophy

Ikigai

/ˈɪkɪɡʌɪ/ /ˈiːkɪɡʌɪ/
Japanese concept that means “a purpose for being.”
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Illustrated in the diagram below is an ideal framework to express our brand identity. Each of the 4 quadrants support the NattoPharma founders’ original passion for finding a natural solution for improved bone and heart health through science.

THe SYMBOL

Born out of the Ikigai core shape, where the two links represent:
  • You and NattoPharma
  • Science and Partnership
As the only K2 supplier who can provide you with human clinical studies to validate health claims for your MenaQ7® K2 products, we see the new symbol also resembling a compass, representing NattoPharma as your K2 guide.

the tagline

Simply states what we will experience together:
You will come for the science, but you will stay for the partnership.
We earn Customers’ trust because they know we created the category and continue to drive the science.
But it is the value we add to the Partnership – truly helping our Customers succeed — that makes the relationship so awesome.

what's staying the same

  • Our purpose-led commitment to provide you with increasingly better tools, knowledge, marketing, and product support, as if we were your own personal “back-office”.
  • The only company to provide crucial clinical evidence to support the health claims you can confidently make to improve consumers' health.
  • Supplying of the most comprehensive Vitamin K2 portfolio – both natural fermented and nature-identical synthesis in various dilutions and solubilities.
  • Personalized support paired with portfolio flexibility to bring your product ideas to life.
It’s satisfying to know that we not only were the first to bring to market this vital ingredient that fulfills our mission to improve health but also, we created the K2 category and the opportunity for hundreds of other businesses to thrive,”
– Frode Bohan, Founder