Healthy body, happy mind: Givaudan targets active consumer lifestyles with natural solutions

03 May 2023 --- Drawing on its latest proprietary consumer segmentation research, Givaudan is tapping into the need for personalized and memorable well-being experiences for modern lifestyles. The company will showcase its range of natural solutions for active consumer lifestyles at Vitafoods Europe later this month (May 9 -11).

“Our busy and often heavily digital lifestyles can make it challenging to balance physical and mental health,” says Amandine de Santi, business development director for Functional and Nutritional Ingredients, Taste & Wellbeing Europe.

“We will showcase how we co-create unique well-being experiences with our customers, answering consumer needs for natural solutions that support healthy bodies and happy minds.”

The company’s main product at the event will be Cereboost, an American Ginseng extract and potent natural adaptogen which has been scientifically shown to improve mood, attention and working memory by activating the gut-brain axis.

Testing the efficacy of Cereboost
By playing Cereboost Mindset, an app-based game, at the Givaudan stand, visitors can test the effects of Cereboost for themselves. 

Givaudan’s concepts illustrate how insights can be transformed into personalized and memorable well-being experiences.They can also learn more about the research supporting the product by attending a presentation at the New Ingredients Theatre (May 10, 15:30).

Givaudan will highlight five distinct active consumer segments based on the “Healthy Body, Happy Mind” theme with targeted product concepts. 

Each concept will demonstrate how Givaudan’s solutions can be used to translate these lifestyle insights into personalized well-being experiences. New concepts and app-based game will highlight benefits of products like Cereboost for five lifestyle profiles. 

The “Be Focus” concept is a powder shake containing Cereboost, Vitamin A and green tea, which targets e-gamers. Visitors who sample it will then be invited to play the Mindset game.

For multi-taskers, the “Inner Strength” concept is an effervescent tablet combining Cereboost with green tea, and “Fuel Up” a gummy containing green coffee, maca and acerola also taps into the demand for this profile. 

“Healthy Party Power,” is an effervescent tablet containing guarana and yerba mate, which specifically targets activity enthusiasts.

For active rejuvenators, the “ally together” concept was designed, which is a capsule for joint health containing raspberry leaf.

And finally, for performance perfectionists, the “high set” concept is a cereal bar with Svetol, green tea and acerola.

Givaudan will welcome visitors to discover these capabilities and concepts during the Vitafoods show in Geneva. 

Edited by Elizabeth Green