IFF plans to accelerate entry into the personalised nutrition sector through a strategic partnership with Salus Optima, a British-based, digitally-enabled personalised 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 over 25%1 of the adult population globally.
Both companies will 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 personalised nutrition experience that addresses the aspects that influence metabolic health.
“The partnership with Salus Optima places us at the forefront of the personalised 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 centre of it. Our novel approach—an 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 personalised nutrition offering is blending science-backed, data driven recommendations with behavioural 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 personalised 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 specialised wellness products for consumers, incorporating the company’s extensive portfolio of science-backed and clinically tested ingredients, such as probiotics, prebiotics, plant proteins and fibres.
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 personalised 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 behaviour 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.
“By combining IFF’s science-led, high-quality, clinically-studied ingredients and applications expertise with Salus Optima’s world-class digital health and wellness capabilities, we invest in technology that drives the industry forward,” said Madhusudan Patel, director, venturing and tech sourcing, Global R&D, IFF.
“At Salus Optima, our mission is to help solve some of the world’s most pressing public health issues by using technology to democratise best in class-science and amplify human touch through digital coaching and behavioural change,” said Rodrigo Jesus, Salus Optima CEO. “Deploying this technology on mobile phones and wearables tackles head on the challenge many consumers face such as accessibility, convenience and cost. By collaborating with IFF, Salus is confident that we can empower individuals to make simple and sustainable food, supplement and lifestyle choices for better human health.”