The company has introduced a nutrition solution based on algorithms examining its customers’ personal profiles and cognitive needs

Personalised nutrition start-up myAir has unveiled a selection of plant-based nutrition bars which it claims can reduce stress.

It says its proprietary herbal extract blends are “based on deep profiling machine learning technology and are tailored to the consumer’s unique stress profile and cognitive needs”.

However, the bars come as part of a comprehensive stress-busting routine.

Tel Aviv-based myAir has developed an algorithm based on physiological and psychological details and its customers fill in an online questionnaire which creates a profile of their response to stress. Then their responses to stress, including alterations in heart rate, respiration, sleep quality, and physical activity, are tracked via smartwatches.

My Air founder and co-chief executive Rachel Yarcony explained: “Our algorithm can analyse the data from each person’s specific mood and stress profile, then decide what formulation will provide them the best positive impact on their stress routine. But our expertise is in the ability to cross the cognitive data with individual physiological aspects. It’s a game-changer in personalised nutrition.”

The company’s algorithm processes this data, then customises a combination of myAir bars matched to individuals’ needs from a wide range of formulas. The combinations are available through a subscription service and delivered monthly to the consumer’s doorstep.

The myAir concept was created by its two founders: Yarcony, a former executive at Teva Pharmaceuticals, Nestlé, and Strauss Group, who founded myAir last year with Dovev Goldstein, a personalised technology and media executive and entrepreneur with a background in media and marketing technology companies.

The two state that myAir’s team of executives and scientists from the pharmaceutical, food, and technology industries, are introducing to market the first personalised nutrition concept for stress management, creating a long-term health regime based on ongoing monitoring and rooted in data. myAir bars are also certified vegan and kosher and gluten-free.

Yarcony said: “As an executive manager and a mother, stress had become a massive burden in my life. I tried to manage my stress through meditation and mindfulness, but I failed to maintain stress management in my routine. Good nutrition is a key to managing stress naturally. This spurred me to seek a natural solution and develop a ‘food for mood’ solution that consumers can easily merge into their daily routine to help take control of their health and manage their personal stress levels.”

Dovev added: “Stress has many facets. In our preliminary study, based on AI, we discovered that different consumers generally have different stress symptoms that are more dominant than the others. For example, stress affects me mainly in the mornings, so my energy levels and focus are decreased. My partner feels the stress at night and occasionally has problems getting fulfilling sleep. Each of us needs a personalised solution. This is where myAir has redefined the paradigm.”

The start-up has already raised $2 million in pre-seed investment from Tel-Aviv University Ventures, iAngels VC, and Entrée Capital.

myAir was also one of the nine start-ups invited to present their businesses to investors at the Future Food-Tech virtual event on 17 September.

Date published: 14 October 2020

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