NutraCast: Let’s get phygital: IFF wants to hear your body talk

By Danielle Masterson

- Last updated on GMT

NutraCast: Let’s get phygital: IFF wants to hear your body talk

Related tags IFF Health AI nutracast Unmetered digital wearables

The functional ingredient purveyor will offer an AI-driven personalized nutrition platform that combines physical and digital components.

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.

To hear more on data protection, and if Chernofsky expects a full recovery, listen to the NutraCast.

If you enjoy listening to the NutraCast, feel free to leave a review. You can subscribe on iTunes​, Spotify​, Stitcher​ or wherever you get your podcasts.

Related news

Show more

Related products

show more

Nootropics Report 2.0: Brain Health Insights

Nootropics Report 2.0: Brain Health Insights

Content provided by dsm-firmenich | 22-Feb-2024 | Insight Guide

The brain health market is constantly growing and evolving, with more consumers looking for innovative ways to support total mind and body wellness.

Dynamic Duo - More Power, Less Fatigue

Dynamic Duo - More Power, Less Fatigue

Content provided by Enovate Biolife LLC | 23-Jan-2024 | White Paper

Better physical performance & vitality have deep connections to muscular as well as cardio-respiratory health.

Polyphenol extracts as weight management catalysts

Polyphenol extracts as weight management catalysts

Content provided by DolCas Biotech, LLC. | 18-Jan-2024 | White Paper

Viable natural product options for "healthy weight management" in the age of Ozempic and other GLP-1 inhibitors will require targeted innovations...

Related suppliers

Follow us

Products

View more

Webinars