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Acting Together

Acting Together

Case Study

Flore

How to design and develop a range of B2C products promoting intestinal health within a B2B food multinational?

Health

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Olga Neklyudova

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Olga Neklyudova

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- Share your challenges
- Get a product demo

The context

Diana Nova is an incubator within Diana, the Nutrition subsidiary of the Symrise group, a major player in the food and cosmetic ingredients industry.

Mainly focused on the B2B market, the Symrise group wanted to explore B2C options and the digital space to establish a direct link with the end consumer, particularly in the area of health through food.

The idea

By organizing and leading a collaborative innovation process, we assisted Diana Nova in the definition, design, and operational implementation of a 100% digital direct offering to consumers.

Initiated and piloted within our startup studio, the project was chosen and validated by Diana and Symrise top management. Looking for customer insights to better understand the link between health, nutrition, and eating habits, the project consisted in developing a new range of food supplements to improve intestinal health, with support and recommendations via a mobile application.

The solution

Flora is a global and phygital support offer designed to promote the intestinal health of Silver Surfers (60-year-olds who are comfortable with digital technology).

It offers food supplements, such as lactic acid, bacteria, fruit, and onion powders– essential and complementary pillars to promote intestinal balance – with a digital companion; namely, a mobile application providing advice on how to use the products, a well-being follow-up, an educational section to promote healthy eating habits, as well as a virtual place for exchange between users.

The idea was conceived to address two age-related issues. First, the discomfort and deterioration of the intestinal flora. This is why we offer a range of adapted products. But we also want to respond to the problem of isolation and therefore the lack of enthusiasm and creativity when it comes to preparing meals. That is why we designed the application. Beyond the recommendations for using the products, it offers recipe cards, culinary ideas to try, and a community in which everyone can exchange, share, and collect opinions and thus break with their daily lives and their solitude.

In order to prepare the product as well as possible, we are doing a crowdfunding campaign with the objective of recruiting 500 beta testers who will test the product and the application and will be regularly surveyed on their use. The many iterative loops related to this exercise will allow us to adjust the product and make changes, and officially launch the product starting in late 2020.

I am very happy to have participated with you in this beautiful project that gives meaning to today’s food!

An Ulule contributor

Contact

Olga Neklyudova

Contact

Olga Neklyudova

Contact

To:
- Get more information
- Share your challenges
- Get a product demo

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