Nestlé’s Personalised Superfood Drink System
As a result of Covid-19, Chinese consumers are more aware of health and wellness, with many adjusting their food intake to maximise nutritional benefits (see China’s ‘New Normal’ Food Consumers for more). Swiss FMCG brand Nestlé is capitalising on this attitudinal shift with its new NesQino health-drink system, launched in China this week.
The system includes a silent, digitally connected Q-cup machine, superfood sachets and three base sachets to make smoothies, oat shakes or milkshakes. The superfood sachets comprise freeze-dried fruits, vegetables, seeds, nuts, roots and microalgae, with added probiotics for optimal digestion (see also Going with the Gut).
To produce a drink, consumers need to add water to the machine, followed by their chosen superfood sachet and base powder, close the lid and select the desired temperature (hot or cold). The machine can be controlled via a connected app, which also includes nutritional information and suggests recipe combinations.
The sachet packaging is 100% recyclable. See Mainstreaming Eco Packaging for more on the necessity to produce eco-friendly packaging solutions.
This personalised approach is fantastic example of how consumers can use food to optimise wellbeing, as explored in Food on Prescription. It also demonstrates the level of agility being seen across many FMCG brands during the pandemic. For more, see FMCG + Covid-19: Lessons in Resilience.
Looking to the future, when consumers will be able to enjoy more movement around their cities, this system will be a welcome addition to those seeking on-the-go sustenance. For more on this, see Post-Kitchen Lifestyles and Tomorrow’s Wandering Workers.
For further reading on health-centric attitudes to food in the home, see The Health-First Kitchen.