Nestlé targets personalized wellness goals in app collaboration

14 Aug 2020 --- Nestlé’s Lean Cuisine ready meal brand is collaborating with with/n, a new customized lifestyle app that helps US consumers achieve personal wellness goals. It contains motivational content, live coaching and custom nutrition plans, while being touted as supporting weight management, the immune system, hydration, movement and sleep. The app also provides specific, personalized guidance and meal recommendations. This includes food at local restaurants as well as a variety of ready-made meals from brands like Lean Cuisine to help users stay on track.

“with/n is intended for anyone to simplify nutrition & lifestyle choices, regardless of motivation. Whether it’s to sleep better, improve mood, increase energy or lose weight, the platform personalizes its guidance based on the specific goals and life rhythm of each user,” Amy Thompson, Holistic Wellbeing Lead at Nestlé’s Silicon Valley Innovation Outpost, tells NutritionInsight. 

Using proprietary technology, the app adapts to the rhythm of the user’s lifestyle to provide specific daily recommendations and feedback, which ensures a fully customized experience. with/n’s recommendations are powered by human intelligence, such as dietitians, nutritionists and health coaches. The technology works by combining anthropometric data, habits and wellness preferences with current research on nutrition, health and behavior changes.The launch comes as apps become an increasingly popular way for consumers to interact with nutrition.

The scalable platform features robust nutrition plans and health and wellness features. According to Nestlé, it will elevate users’ relationships with food to help maintain a healthy weight and support responsible dietary choices. Logging meals is as easy as snapping a photo of a plate – a concept also seen in the Feast app launched last month. 

Tapping into personalization and technology trends
Personalized nutrition has been a major industry buzzword, with recent launches ranging from Proper’s sleep-aid supplements to Baze’s ready meal partnership. “No two bodies are the same, so why follow the same plan? The with/n app gives personalized recommendations based on your goals – custom nutrition plans, live coaching, and all the motivation you need to form lifelong habits,” notes Thompson.

The launch also comes as apps become an increasingly popular way for consumers to interact with nutrition. Also in this space is Unfair, a new biohacking start-up that allows app users to track their supplement intake. Another app is Jumbo Foodcoach, launched by a Dutch supermarket chain to act as a personal nutrition coach for cyclists. Meanwhile, B2B software company LifeBase Solutions recently started providing a nutrition coaching platform to Lean Kitchen Company, a US-based prepared meals franchise company.

“Having an app allows users to get contextual recommendations wherever they are, with options for cooking recipes at home, dining out at nearby restaurants, or making informed, balanced choices while shopping,” concludes Thompson. 

By Katherine Durrell