IFF partners with AI-focused BFY to boost food innovation and provide consumers with control over their health and well-being. | So Good News
Metabolic health is often called syndrome X – affects more than 25% of the adult population worldwide and includes obesity, pre-diabetes, high cholesterol and hypertension, leading to the prevalence of diseases such as type 2 diabetes, stroke and other diseases. The total cost of metabolic health is in the trillions, including health care costs and loss of potential economic activity.
This is indeed one of the biggest health threats in the world today and the original focus of the partnership between IFF and Salus Optima.
A two-pronged approach to redefining consumer health
Key to the success of the partnership’s personalized nutrition platform is blending science-based, data-driven recommendations with behavioral change techniques—such as digital coaching—with branded products at the heart of the recommendation.
The first-level collaboration will leverage Salus Optima’s technology with IFF’s portfolio of health-promoting ingredients from IFF’s Nutrition and Health & Bioscience divisions to help product developers create differentiated experiences that address aspects of metabolic health.
IFF’s broad portfolio of ingredients is science-based and clinically tested and includes probiotics, prebiotics, plant proteins and fibers, and more.
Second, the partnership aims to help consumers understand their unique metabolic response to food, supplements, activity and sleep, all accessible through mobile phones and wearables.
“Partnering with Salus Optima puts us at the forefront of the personalized nutrition space,”said Nicholas Mirzayanc, President of Nourish, IFF.
“It’s a testament to our commitment to science, creativity and redefining opportunity with our customers and consumers at its center..
“Our new vision – the ultimate personalized food offering with the best ingredients and flavor solutions, with scalable digital capabilities – is essential to meet the needs of our customers.” .
Satisfying customer needs
“We see digital services as an enhancement, not a replacement, of the overall personalized nutrition market,” Joined by Sebastian Gehry, Vice President of IFF Health.
“Product will always be an important part of health and wellness, but we also recognize the challenges of meeting our customers’ needs when it comes to personalization..
“IFF’s partnership with Salus Optima enables our customers to make sustainable lifestyle choices to achieve their personal health and wellness goals through the combination of a physical product and a digital platform.” .
Benefits for brand owners
The health and wellness digital platform is powered by IFF’s Salus modular digital healthcare technology with ready-to-market product design solutions.
It provides real-time customer intelligence that doubles as a direct marketing tool that collects rich, first-party data beyond traditional points of sale to help brands gain a deeper understanding of consumer needs.
Installation and integration with mobile phones and wearables is quick and easy and provides consumers with actionable, engaging and personalized recommendations to help them achieve their health and wellness goals.
Salus Optima’s technology provides leading behavior change techniques and has been shown to increase brand lifetime value by double digits by supporting, motivating and empowering customers to achieve their personal goals. Paired with IFF’s evidence-based effective ingredients, this brand’s value is sure to continue to grow.
Strengthen human connection
IFF is an industry leader in food, beverage, health, bioscience and sensory experiences, combining science with creativity to create critical solutions for a better world. A global “team of thinkers” partners with consumers to bring aromas and flavors to life.
The company prides itself on boldly reinventing and pioneering the next generation of experiences that nourish people, products and the planet.
“By combining IFF’s science-led, high-quality, clinically-proven ingredients and application expertise with Salus Optima’s world-class digital health and wellness capabilities, we are investing in technology that will advance the industry.”said Madhusudan Patel, Director of Global R&D, Venture Capital and Technology Resources, IFF.
Salus Optima’s digital products sit at the intersection of health and wellness, providing holistic recommendations for human performance. Its core technology is built on years of R&D designed to solve real problems people face every day.
By making scientific methodologies accessible, the Oxfordshire-based software and data company is on a mission to give consumers more control over their health and well-being.
Salus Optima CEO Rodrigo Jesus said this. “Our mission is to help solve the world’s most pressing public health problems by democratizing the best in science and using technology to empower the human touch through digital coaching and behavior change..
“Applying this technology to mobile phones and wearables solves many consumer challenges of accessibility, convenience and price..
“By partnering with IFF, Salus is confident that we will empower people to make simple and sustainable food, supplement and lifestyle choices to improve human health.” .
The global epidemic of metabolic syndrome.
Author: Mohammad G. Saclayen
Curr Hypertens Rep. 2018; 20(2): 12.