Mixmasters, a startup that launched in 2019, is exploring the incorporation of supplements into their ‘FoodiYou’ meal kit service. This move aims to help customers effectively achieve their health goals in today’s convenience-driven environment. Currently in the trial stage, the FoodiYou concept is slated to be introduced at the beginning of next year.
According to Tom Geleijnse, the CEO of Mixmasters, customers are required to fill out an online questionnaire that gathers anthropometric measurements, as well as information on gender, age, physical activity, diet, and body measurements. In just 10 minutes, customers receive a personalized food plan along with a food box that contains everything they need. This includes fresh meals, bars, meal replacement shakes, and potentially food supplements to complete their health profile. Geleijnse believes that this approach is a first-of-its-kind, providing both fresh and powdered foods in a personalized nutrition service. He also highlights the potential benefits for people struggling not only with weight but also with knowing the right foods to eat.
Mixmasters specializes in developing and producing custom-made health food and supplements for private label brands. The new venture will leverage and tailor their existing product range to accommodate the personalized meal kit service. Notably, their current range includes powdered proteins sourced from whey, pea, and rice, offering a complete amino acid profile. Geleijnse points out that the composition of vitamins and minerals in their products can be adjusted according to individual consumer needs.
Furthermore, Mixmasters recently launched the ‘Bar Factory’, which adopts a similar personalized approach. Geleijnse emphasizes that their in-house capabilities span across various aspects, including an innovation team, product developers, quality managers, and production. They collaborate with design agencies for their own label packaging design, providing end-to-end support for both startups and larger companies.
Geleijnse stresses the importance of ease of use, convenience, and cost in home testing. Accordingly, Mixmasters shifted its focus from DNA testing to phenotyping. Working closely with TNO, an independent research organization in the Netherlands, they developed meal replacement shakes and bars tailored to individual profiles. To further enhance the service, Mixmasters plans to collaborate with a major player in the Netherlands to offer fresh meals that align with the personalized diet plans determined by the phenotyping process. Additionally, the company intends to conduct consumer panels to assess the accuracy of their tests and adherence to the diet plans.
Looking ahead, Geleijnse envisions the possibility of implementing an app for seamless box ordering and nutrition coaching for enhanced convenience. As Mixmasters continues to pioneer personalized nutrition services, their commitment to meeting customer needs underscores their position as a key player in the industry.
