Balchem announced its partnership with FC Bayern Women earlier this year to educate consumers about the importance of vitamin K2 and communicate the quality standards associated with K2VITAL. “Women’s sports are gaining popularity, especially football, with a rapidly growing global fanbase,” said Dominik Mattern, vice president of science, business development and marketing at Balchem Human Nutrition and Health. Typically, western diets lack foods rich in vitamin K2, which has increased consumer interest in supplementation, and according to a report by Grand View Research, the European vitamin K2 market is forecast to grow at a CAGR of 12% between 2024 and 2030. K2VITAL, the typically 99.7% all-trans K2 MK-7 supplement ingredient, is a vitamin K2 that has been selected for its stability and bioavailability. “Studies have shown that due to high bioavailability and long half-life, the right vitamin K2 is menaquinone-7,” Mattern previously told NutraIngredients.