NutraCast: Let’s get phygital: IFF wants to hear your body talk
IFF is entering the personalized nutrition sector through a strategic partnership with Salus Optima, a British-based, digitally-enabled personalized nutrition, health and wellness company. Together, the companies are enabling consumers to understand their unique metabolic response to food, supplements, activity and sleep, through smartphones and wearables.
“So imagine someone waking up in the morning, they have for example a smartwatch. This smartwatch will give them a notification saying, look, we know that yesterday you did this kind of exercise, you have eaten this kind of food, you breathe in that fashion, your blood sugar levels are in that fashion. So why don't you do this kind of sport activity, why don't you eat this kind of food, why don't you drink this amount of water? So this is going to be helping people on behavioral changes,” explained Alex de Souza Carvalho, Global Director, Innovation Marketing for IFF’s Nourish.
Apart from the digital platform, IFF will collaborate with brand owners to craft specialized wellness products for consumers, incorporating the company’s portfolio of science-backed and clinically tested ingredients, such as probiotics, prebiotics, plant proteins and fibers.
Benefits for brand owners include:
- Real-time consumer intel: The technology offers brand owners a direct marketing tool that captures first-party data beyond traditional points of sale to help brands serve consumers better through a deeper understanding of their needs.
- Actionable and easy use: Easy consumer set-up and integration with mobiles and wearables leading to actionable, engaging and personalized suggestions to achieve health and wellness goals.
- Increased speed to market: A turn-key digital health and wellness platform powered by IFF’s market-ready product design solutions, combined with Salus’ modular digital health technology.
- Increased brand lifetime value: Salus Optima Technology, providing leading behavior change techniques, has been shown to increase brand lifetime value as much as double digits by supporting, motivating and empowering consumers to achieve their health and wellness goals. This paired with IFF’s evidence-based efficacious ingredients will add further to that brand value.
“We work with brand new owners, so this will be available via their brands to the consumer because it's creating a kind of a ‘phygital’ experience, the idea of physical plus digital,” said de Souza Carvalho.
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