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Superfoods Valley sees personalised nutrition emerging as significant trend
Saturday, 13 May, 2023, 08 : 00 AM [IST]
Nandita Vijay, Bengaluru
Superfoods Valley sees personalised nutrition emerging as a significant trend that will shape the future of the nutrition industry. As people become more health-conscious, they seek suitable and convenient products tailored to their needs.

The Bengaluru-based company has positioned itself as a nutrition and food-tech start-up, founded by Amarpreet Singh Anand & Sahiba Kaur. It researches and manufactures that help fill the daily nutrition gap and hidden hunger incidence.

Functional foods and dietary supplements are gaining popularity as people seek ways to address specific health concerns, such as immunity, digestion, and energy levels. This trend is driven by a desire to improve overall health and well-being and the growing availability of these products in the market. "The trend towards personalised nutrition reflects a shift towards a more holistic approach to health and wellness, where people take a proactive role in managing their health through nutrition and lifestyle choices," said Amarpreet Singh Anand, founder and chief executive officer,  Superfoods Valley.

"Most of the players within the market are taking the medicinal route approach. At Good Monk, we wanted to make nutrition easy and be a part of the Namak Dani in the household, which is as simple as adding Good Monk to your regular cooked food without altering its taste, colour and smell. As a part of our mission to promote nutritional transparency, we have also launched the What's Your Nutritional IQ (WNIQ) app, which empowers users to make informed food choices based on the nutritional value of the food they consume," he added.

"Our primary focus is to raise awareness about Hidden Hunger, a prevalent issue in modern Indian families, and address it through our flagship family nutrition product, Good Monk. In addition, we have several new and innovative products in the nutrition mix category currently in development," said Anand.

Since its inception, the company has introduced two distinctive products. The first one, Good Monk, is a nutritional mix that blends modern science with traditional wisdom. Scientifically designed and tested, this mix contains 13 Nutri-Herbs that can help fill the daily nutrition gap for modern Indian families.

The second product is What's Your NIQ (WNIQ), India's first personalised food recommendation app that aims to assist consumers in making smarter food choices and enhancing their Nutrition Intelligence Quotient. Additionally, the app helps users evaluate the nutritional value of commonly purchased and consumed food items, considering the nutrition information provided on the packaging.
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