IFF (New York, NY) has announced its plans for accelerated entry into the personalized nutrition sector through a strategic partnership with Salus Optima, a British-based, digitally-enabled personalized nutrition, health and wellness company. The initial focus for the partnership will be metabolic health, including obesity, pre-diabetes, high cholesterol and pre-hypertension, which impacts more than 25 percent of the adult population globally.
Together, the companies are developing a capability to help consumers understand their unique metabolic response to food, supplements, activity and sleep, accessible via mobile phones and wearables. By leveraging Salus Optima’s core technology with IFF’s portfolio of health-enabling ingredients from its Nourish and Health & Biosciences business divisions, brand owners can offer consumers a differentiated and engaging personalized nutrition experience that addresses the aspects that influence metabolic health.
“The partnership with Salus Optima places us at the forefront of the personalized nutrition space,” said Nicolas Mirzayantz, president, Nourish, IFF. “It is a testament to our commitment to science, creativity and redefining possibilities with our customers and consumers at the center of it. Our novel approach—an end-to-end personalized nutrition offering with best-in-class ingredient and flavor solutions, together with a scalable digital capability—is critical to meet the needs of consumers.”
Key to the success of the personalized nutrition offering is blending science-backed, data driven recommendations with behavioral change techniques, such as digital coaching, with branded products at the core of the offering.
“We see digital services as an enhancement to – not a replacement for – the overall personalized nutrition market,” said Sébastien Guery, vice president, IFF Health. Products will always remain a critical part of health and wellness, but we also recognize the challenge our customers have in meeting the needs of their consumers when it comes to personalization. IFF’s partnership with Salus Optima will enable our customers to empower consumers to make sustainable lifestyle choices to achieve their personal health and wellness goals with the blend of a physical product and a digital platform.”
Apart from the digital platform, IFF will collaborate with brand owners to craft specialized wellness products for consumers, incorporating the company’s extensive 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 rich, 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.
For more information, visit www.iff.com.