How Nestle's Japan Experiment Could Create a $1 Billion Business
- Nestle’s subscription platform gives nutrition and food advice
- Food giant is latest to use genetics testing to market food
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Nestle SA’s unit in Japan expects a fledgling business selling nutritional drinks and supplements to aging consumers to grow into a nearly $1 billion business within a decade as the food giant becomes the latest to employ genetics to market food.
The world’s biggest food company has seen increasing demand for a Japanese subscription program for nutrition that can cost about $600 a year for capsules and other products. Consumers send in photos of their plates of food via a smartphone chat application and the program’s AI pushes them to round out their meals with Nestle’s nutrient-boosted green teas and milk products. They can also complement the advice using DNA tests and blood samples.