Forbes: Nestle, the makers of popular snack brands such as Kit Kat, Häagen-Dazs, and Hot Pockets, now wants to utilize Artificial Intelligence (AI) and DNA testing to sell personalized nutrition kits that the company says will increase well being and extend lifespans.
The world’s largest food company has seen increasing demand for its Japanese subscription health foods program.
Under the subscription, customers receive a kit that collects their DNA and blood samples to analyze their health. Users also send pictures of their food to the company, which then recommends lifestyle changes and delivers specialized supplements which can be mixed into a variety of foods including tea, smoothies, and more.“Around the world, health problems associated with food and nutrition have become a big issue, Nestle must address that on a global basis and make it our mission for the 21st century,” said Kozo Takaoka, the head of Nestle Japan in an interview with Bloomberg. “Along those lines, Japan can become a model country for Nestle’s developed markets because we have an aging society and shrinking population.”
The program, dubbed “Nestle Wellness Ambassador”, already includes 100,000 subscribers who pay $600 a year and marks a change in direction for the 150-year-old Swiss company as it pivots towards products that focus on improving customer health and longevity.
Earlier this year, Nestle agreed to sell its American candy business to Italy’s Ferrero for $2.8 billion in cash, citing the unit’s weak sales numbers as consumers move away from sugary snacks.
The sale came just one year into Nestle’s operations under CEO Mark Schneider, a healthcare industry veteran tasked with growing the company’s sales in an increasingly competitive environment under siege from niche brands with a focus on nutrition.