The strategy of personalizing nutrition to achieve a health or wellness goal, such as lowering bad cholesterol, managing diabetes or, in the case of myAir, reducing stress, is well documented as effective – but delivering such services at scale to create long-term, sustainable change (and consumer relationships) requires a reliable feedback loop that can accurately and efficiently assess the impact of dietary recommendations and make adjustments as needed.
Although strategies for evaluating blood tests or stool samples or even individual interactions to measure the impact of dietary changes or other interventions are effective, they often come with a time lag that lacks nuance. , delays adjustments and limits the overall consumer experience so that long-term consumer loyalty can be elusive.
But myAir’s use of data tracked in real time via smartwatches, including heart rate, breathing, sleep quality and physical activity, offers a “permanent solution” to the “permanent problem” of stress. It provides consumers with near-immediate insights and insights into their stress levels and health via a dashboard that highlights changes in stress over the day and week, how to get the most out of their sleep and how the quality of their sleep affects their concentration the next day, among other variables.
myAir uses that same data to recommend personalized plant-based adaptogenic nutrition bars that can help users reduce and better manage day-to-day stress, company founder Rachel Yarcony told FoodNavigator-USA.
“Each of our bars has a different formulation of super-plants that have been proven to reduce stress. There are no drugs, no CBD, nothing like that. Everything is natural and from food, including valerian, hops, passion flower, chamomile, sage, rosemary and more,”she says.
“Everything is based on research and science”,She added, noting that as a former C-level executive at Teva Pharmaceuticals, Nestlé and the Strauss Group, she thinks everything needs validation. “The proof is in the pudding.”
How it works
To determine which of the six myAir bars is best for someone, Yarcony says consumers must first complete a scientifically validated cognitive questionnaire on the myAir website that includes questions about sleep patterns, interpersonal interactions, muscle tension, mental focus, what time of day they feel best and more. Based on these responses, the AI identifies two main effects of stress, such as lack of calm or difficulty concentrating.
myAir then selects two of its bars best suited to address these main effects of stress, such as Calm Green+, aka “The Daytime Zen Master”, made with sage, oats, lavender and other ingredients to help balance the mood, or the Focused Yellow bar, aka “The Cognitive Enhancer”, which contains rosemary, eucalyptus, black pepper and green oats, to provide a mental pick-me-up. Other bars include Sleep Grey, Relaxed Purple, Energetic Pink and Comfortable Blue. All bars are available in two forms – one with dates and one with chocolate.
Consumers browsing myAir through its website can then order a box of 20 bars – 10 of each recommended option – with the option of adding a Garmin vivosmart 4 to monitor the effects of stress and nutrition and help assess whether bars help or if another blend of herbal extracts may be more beneficial.
“By connecting through your Garmin or Apple watch, our algorithm can calculate your mental and body parameters and give you insights and data about your stress that can help you understand yourself better and get nutrition recommendations not just for your bars , but other foods that are corresponding to your condition”,Yarcony said. “So it’s a complete package with measurement, personalized recommendations and follow-up.”
Yarcony added: “The magic of myAir is technology combined with nutrition.”
myAir’s dual marketing approach leverages DTC and employer subscriptions
Like most startups, myAir sells its products directly to the consumer through its website, where it offers no-commitment monthly subscriptions of 20 bars for $50, but its main marketing strategy is to market its bars through employers. as a personal benefit.
“83% of employees suffer from stress and 60% say their employer does not provide them with the tools to deal with it.”This makes it difficult for companies to retain employees and maximize performance, Yarcony 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 consultation services through its platform, but usually companies organize an orientation for employees, who complete the questionnaire and log into the myAir AI through the website. , the app, and their smartwatches, then the employer either provides an assortment of bars in the cafeteria or break room or has personalized mailings sent to employees’ homes.
In return, employers get high-level, anonymized information about their employees that can be used as the basis for ideas for creating a less stressful workplace and workforce.
“We are seeing tremendous success with these programs with satisfaction rates over 96% and consumers saying they have reduced their stress significantly,”Yarcony said.
Interest in food as medicine is on the rise
Part of what makes myAir so successful is its use of food as medicine – a concept that has been gaining traction among consumers since the pandemic, which has accelerated awareness of the impact of nutrition on the immunity and general health.
Consumers are also drawn to the concept because they’re growing weary of pharmaceuticals and supplements and want preventative options with minimal side effects, Yacony said. She explained that many people suffer from pill-related fatigue or have poor long-term adherence to medications and supplements because they can feel overwhelming or not be ingrained as a daily habit.
“Behavior change is hard, and the best way to create a new habit is to tie it to a current habit that you really enjoy doing – and there’s one habit we all need to do, which is eating,”Yarcony said. “And so what we do at myAir is use food as a behavior change tool, and that change of mind means we’re 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 of people”
Given growing consumer interest in food as medicine and mental well-being, Yarcony said she believes myAir is poised for growth in the coming years.
“I have big dreams – I want to empower millions of people to manage stress through nutrition and I think this is the right tool for us at a time when the pandemic has heightened awareness of mental health, social responsibility and employee well-being,” she says.
As such, Yarcony said, myAir will focus on engaging US businesses in the near future, but the next market will be Japan, where both stress and technology adoption are high, as is the understanding of the power of plants.