myAir delivers stress reduction through nutrition

19 Oct 2020

Israeli-based myAir is a new startup that is focusing on controlling stress through nutrition. The brand, which produces plant-based snack bars, has six functional blends that were developed using AI to combat a number of the most prevalent physiological manifestations of stress.

The six blends are built on a base of nuts and fruits before receiving an infusion with proprietary bioactive botanical extracts, including sage, hops, oats, valerian and rosemary. Each blend works synergistically to exert a specific stress-countering effect, whether to sharpen focus, revive energy, reduce anxiety, support relaxation or promote quality sleep. The personalized combinations are available through a subscription service and are delivered monthly to the consumer’s doorstep.

myAir delivers stress reduction through nutrition
Image Courtesy of myAir

To ensure that each customer is consuming the correct combination of these functional bars, myAir provides personalized profile evaluations to those who order. In the questionnaire, an individual is asked about their cognitive response to stress. Then, the reported physiological symptoms are tracked through a smartwatch to identify alterations in heart rate, respiration, sleep quality and physical activity.

“Our algorithm can analyze 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,” Rachel Yarcony, founder and co-CEO of myAir said in a statement.

MyAir is combatting stress through snacking – an already growing category in the food and beverage space that the pandemic has only accelerated. A recent NPD study from this summer showed that people increased their consumption of snack foods between meals by 13% between April 2019 and April 2020. That increase in frequency is indicative of the growing interest in snacks worldwide. In Mondelez’s "State of Snacking" report that was conducted pre-pandemic, 59% of adults who responded said that snacking was preferred to eating meals.

However, snack bars were not a large beneficiary of this increase. The NPD study noted that most consumers are gravitating toward salty and frozen sweet snacks. A separate Bernstein analysis indicated that sales of nutrition bars sunk 20%. However, the analyst firm did not anticipate this trend to be a long term shift. Nevertheless, with many people staying closer to home, the on-the-go convenience of bars remains less critical to the everyday lives of many.

Functional nutrition though has received a boost as consumers look for opportunities to cultivate overall health and well-being through food. With 75% of global consumers planning to eat healthier as a result of the pandemic, according to ingredients supplier Beneo, myAir is aligning its products with a pressing need for consumers. The functional foods industry, which Fior Markets anticipates to grow from $69 billion in 2019 to $117 billion by 2027, is currently dominated by immunity-boosting foods. If myAir can effectively make the case that managing stress can boost a person’s immunity, the brand has a chance of grabbing consumers’ attention and maybe even taking off.

Related news

Nestlé launches infant formula with novel ingredient, myelin

Nestlé launches infant formula with novel ingredient, myelin

21 Sep 2022

Nestlé has identified a nutrient blend of components found in breast milk, myelin, and will launch Nutrilearn Connect, an infant formula containing the novel ingredient, in Hong Kong before expanding to other markets.

Read more 
Monterey Mushrooms gets EU approval for vitamin D-rich mushroom powder

Monterey Mushrooms gets EU approval for vitamin D-rich mushroom powder

16 Jun 2022

Monterey Mushrooms’ vitamin D-rich mushroom powder, produced using ultraviolet (UV) to boost the nutrient content, can be sold in the EU, following novel food approval from the European Food Safety Authority (EFSA).

Read more 
Demand for tapioca syrup as a sweetener surges

Demand for tapioca syrup as a sweetener surges

1 Jun 2022

Seen as a better-for-you, natural sweetener, tapioca syrup is growing in demand, particularly among consumers in Asia and North America.

Read more 
Nestlé launches fortified dairy drink in Pakistan to tackle micronutrient deficiencies

Nestlé launches fortified dairy drink in Pakistan to tackle micronutrient deficiencies

16 May 2022

Nestlé is targeting micronutrient deficiencies with Bunyard Iron+, a fortified dairy-based drink that provides a source of iron that it says is “three times more absorbed in the body when compared to existing available sources."

Read more 
Tea flavour innovation in China unites tradition with modernity

Tea flavour innovation in China unites tradition with modernity

13 Apr 2022

Chinese tea brands are innovating with new flavours, blends and formats, and even making a foray into food with tea-flavoured food and drink launches.

Read more 
Brand licensing deals rise post-pandemic as consumers seek familiar and healthier products

Brand licensing deals rise post-pandemic as consumers seek familiar and healthier products

8 Apr 2022

Longer-term brand licensing deals between food companies have become more popular in recent times – a trend set to continue and flourish, partly thanks to the pandemic, licensing experts told Ingredients Network.

Read more 
China leads the global boom for probiotics

China leads the global boom for probiotics

30 Mar 2022

Probiotics are experiencing a boom in global demand - particularly in China - as consumers look for functional ingredients in food and drink products that can improve their health. 

Read more 
A new brew: Ayurvedic coffee in India, adaptogenic coffee from Finland

A new brew: Ayurvedic coffee in India, adaptogenic coffee from Finland

10 Mar 2022

Coffee is probably one of the world’s most popular functional beverages, providing millions with their daily caffeine hit. However, some brands are taking its functional benefits further by adding in botanicals, vitamins, and other nutrients.

Read more 
Plant proteins' next evolution: Lupin beans

Plant proteins' next evolution: Lupin beans

7 Mar 2022

Delivering on taste, texture and health benefits, lupin beans are emerging as a viable contender in the race to dominate the plant-based protein industry. We look at some innovative startups using this ingredient.

Read more 
Enhanced ingredients: Using biotech to create highly functional food

Enhanced ingredients: Using biotech to create highly functional food

4 Mar 2022

Through acquisitions, investments and internal R&D, ingredient companies are harnessing biotechnology to create healthier ingredients and more functional additives.

Read more