Nestle Offers Consumers DNA Tests And Customized Nutrition Plans As Part Of Health-Focused Brand Revamp

Nestle Offers Consumers DNA Tests And Customized Nutrition Plans As Part Of Health-Focused Brand Revamp
Food & Beverage

The Swiss company is aligning itself with trends around personalized nutrition, marshaling a wellness program that mixes artificial intelligence, DNA testing and social media food shares to collect data about customers’ health and diet interests

Rachel Gonzalez
  • 5 september 2018

Global food and beverage company Nestle its incorporating consumer interest in health and personalization into its business by offering products and nutrition plans based on simple blood tests and DNA mapping. Called the Nestle Wellness Ambassador program, the initiative currently is operating in Japan and has roughly 100,000 members.

The program is rooted in social media, operating through the messaging app Line. Members enrolled in the program can share pictures of their food on the app and receive recommendations for lifestyle and nutrition improvements. This feature allows Nestle to crowdsource Line’s entire user base using artificial intelligence for interest in its Wellness Ambassador program. Based on individuals’ data, the program then tailors a nutrition plan for their needs, including supplement and nutritional aides for smoothies as well as nutrient and vitamin-rich teas and snacks, which can cost around $600 annually.

Along with offering a science-based solution to improving health, Nestle has also begun changing its formulas and investing in more healthy start ups, like Sweet Earth Foods. The 150-year-old company’s decision to focus more on providing healthy snack options and custom dietary plans hopes to capitalize on the evergreen consumer interest in healthy eating and living in general, ultimately helping the brand better serve its customers.

Nestle


Lead image: calories counter on smartphone stock photo from Dragon Images/Shutterstock

Global food and beverage company Nestle its incorporating consumer interest in health and personalization into its business by offering products and nutrition plans based on simple blood tests and DNA mapping. Called the Nestle Wellness Ambassador program, the initiative currently is operating in Japan and has roughly 100,000 members.

+app
+Food
+Health
+japan
+Line
+loyalty & membership
+Nestle
+nutrition
+post purchase & service
+Shopper education & assistance
+Social Media
+wellness

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