The strategy of customizing nutrition to achieve a health or wellness goal, such as reducing bad cholesterol, managing diabetes, or in the case of myAir, reducing stress, is well documented as effective – but providing such services on a large scale to create long term (and consumer relationships) requires constant change. A reliable feedback loop that can accurately and efficiently assess the impact of nutritional recommendations and make adjustments as needed.
While strategies for assessing blood or stool samples or even individual interactions to gauge the effect of dietary changes or other interventions are effective, they often come with a time delay that misses nuance, delays adjustments and limits the overall consumer experience so that long-term consumer loyalty may be off elusive.Read:Eko and Caregility partner for smart stethoscope technology
But myAir’s use of data that is tracked in real time via smartwatches, including heart rate, breathing, sleep quality and physical activity, offers an “ongoing solution” to the “persistent stress problem”. It provides consumers with instant feedback and insights into their stress levels and health through a dashboard that highlights how stress changes throughout the day and week, how to get the most out of their sleep, and how the quality of their sleep affects their focus the next day, among other variables.
myAir uses this same data to recommend customized plant-based adaptive nutrition bars that can further help users reduce and manage their daily stress, company founder Rachel Yarconi told FoodNavigator-USA.
“Each of our bars contains a different formulation of super botanicals proven to reduce stress. No prescription drugs, no CBD, nothing like that. It’s all natural and food-grade, including valerian, hops, passion flower and chamomile. and sage and rosemary and more,”She said.
“It’s all based on research and science,”She added, noting that as a former C-level executive at Teva Pharmaceuticals, Nestle and Strauss Group, she believes everything should be validated. “The proof is in the candy.”
How it works
To determine which of the six myAir bars are most appropriate for a person, Yar Balcony says consumers must first fill out a scientifically validated knowledge questionnaire on the myAir website that includes questions about sleep habits, personal interactions, muscle tension, mental focus, and at what time of day. They feel their best and more. Based on these responses, AI identifies two major stressors, such as a lack of calm or difficulty concentrating.
myAir then selects two of its bars best suited to address these extreme stress effects, such as Calm Green +, aka ‘The Daytime Zen Master’, made with sage, oats, lavender and other ingredients to help balance mood, or the concentrated yellow bar, also known as an ‘enhancer’ Cognitive”, which contains rosemary, eucalyptus, black pepper, and green oats, to provide a mental refreshment. Other bars include Sleep Gray, Relaxed Purple, Energetic Pink, and Comfortable Blue. All bars are available in two variations – one with dates and one with chocolate.Read:NHS rejects ketamine for depression as psychiatrists accuse NICE of mental health discrimination
Consumers who scroll through myAir’s website can order a box of 20 bars – 10 of each recommended option – with the option to add a Garmin vivosmart 4 to monitor the effects of stress and nutrition and help assess if the bars help or if another combination might be Herbal extract is more beneficial.
Connected through your Garmin or Apple Watch, our algorithm can calculate your mind and body parameters and give you insights and data about your stress that can help you better understand yourself and get nutritional recommendations not only for your bars, but also for other foods relevant to your condition. , “Yarkoni said. “So, it’s a complete package with measurement, personal recommendations, and monitoring.”
Yarconi added: “The magic of myAir is the technology combined with nutrition.”
myAir’s dual approach to marketing increases DTC subscriptions and employers
Like most startups, myAir sells its products directly to the consumer through its website, offering commitment-free monthly subscriptions of 20 bars for $50, but its primary marketing strategy is to market its bars through employers as an advantage. staff.
“83 percent of employees experience stress and 60 percent say their employer does not provide them with tools to deal with it,”This makes it difficult for companies to retain employees and maximize their performance, Yarkoni said.
But by offering myAir to employees, companies can address both of these challenges, she said.
She explained that myAir offers a range of memberships and advisory services through its platform, but usually companies host orientation for employees, who fill out a survey and connect with myAir’s AI through the website, app and their smartwatches and then the employer offers a variety of bars in the cafeteria or break room Or have customized shipments sent to employees’ homes.
In return, employers gain high-level, depersonalized insights about their employees that can serve as the basis for ideas for creating a less stressful workplace and workforce.
“We are seeing tremendous success with these programs with satisfaction rates of over 96% and consumers have reported that they have significantly reduced their stress,”Yarkoni said.
The interest in food as medicine is increasing
Part of what makes myAir successful is its use of food as medicine – a concept that has gained traction among consumers since the pandemic, accelerating awareness of nutrition’s impact on immunity and overall health.
Consumers are also drawn to the concept because they are increasingly tired of medications and supplements and want preventative options with minimal side effects, Yarconi said. She explained that many people experience pill burnout or have low long-term compliance with medications and supplements because they may feel invaded or may not be instilled as a daily habit.
“Changing a behavior is hard, and the best way to acquire a new habit is to associate it with an existing habit that you really love doing — and there is one habit we all have to do, and that is eating,”Yarkoni said. “So what we do at myAir is use food as a tool to change behaviour, and this shift in mind means we are not a burden.”
[Editor’s note: Interested in learning more about how consumers are thinking about food as medicine? Join us for our three-day digital Summit where take a deep dive into the topic. Find the details and register HERE.]
I want to empower millions
Given consumers’ growing interest in food as medicine and mental well-being, Yarconi said she believes myAir is poised for growth in the coming years.
“I have big dreams – I want to empower millions to manage stress through nutrition and I believe this is the right tool for us at this time when the pandemic has raised awareness of mental health, social responsibility and employee wellness,She said.
As such, Yarconi said, myAir will focus on engaging US companies in the near future, but the next market will be Japan, where pressure and technology adoption are high, as well as understanding the power of terminals.