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

Leonardo DiCaprio invests in two cultivated meat startups

Leonardo DiCaprio invests in two cultivated meat startups

29 Sep 2021

International star and climate activist Leonardo DiCaprio invested in both Mosa Meat and Aleph Farms, two startups focused on creating lab-grown meat alternatives. The investment amount made by the Hollywood actor was not disclosed, but he will sit on ...

Read more 
Evian launches enhanced sparkling water to combat energy slumps

Evian launches enhanced sparkling water to combat energy slumps

24 Aug 2021

French water brand Evian is putting new energy into attracting consumers to its enhanced water line called evian+. The Evian product, which launched last spring, is enhanced with magnesium and zinc to help contribute to normal cognitive function and co...

Read more 
Cannabis ice cream is becoming big in the U.S.

Cannabis ice cream is becoming big in the U.S.

18 Aug 2021

Hot summer days call for a cool scoop of ice cream, but for those that are interested in chilling out in more than just temperature, Boston-based ice cream brand Emack & Bolio’s has partnered with the multi-state cannabis operator MariMed to bring cann...

Read more 
Geltor introduces a cultured vegan collagen

Geltor introduces a cultured vegan collagen

28 Jun 2021

California-based cultured protein startup Geltor announced that it will release what it describes as the world’s first vegan collagen product, PrimaColl. This animal-free collagen will be available in mid-2021.

Read more 
Functional ginger extract found to aid with dyspepsia disorder

Functional ginger extract found to aid with dyspepsia disorder

25 Jun 2021

DolCas Biotech, which produces a patented functional ingredient called Ginfort, has demonstrated the “significant potential” of its ingredient to alleviate Functional dyspepsia (FD), according to a new study published in the Journal of Dietary Suppleme...

Read more 
Quorn lists IPO, expands its distribution in the US

Quorn lists IPO, expands its distribution in the US

16 Jun 2021

Filipino owned and U.K.-based Quorn is looking for rapid growth through a publicly-funded U.S. expansion. Earlier this month, the plant-based meat analog company, which is owned by Monde Nissin, said it is targeting the U.S. as its next market in order...

Read more 
Sound: a protein bar formed using ultrasonic waves

Sound: a protein bar formed using ultrasonic waves

3 Jun 2021

This spring a new entrant is coming to the protein bar space. Called Sound Bites by Sound Nutrition, these bars are unique for the way in which they are shaped. Using high-frequency, low-amplitude ultrasonics or sound waves, Sound Bites are formed with...

Read more 
NZMP milk from Fonterra looks to help consumers manage stress

NZMP milk from Fonterra looks to help consumers manage stress

22 Apr 2021

Dairy producer Fonterra is looking to stem slumping milk sales by deconstructing the components of this dairy beverage and promoting its animal protein building blocks as an addition to applications catering to beauty-from-within and better-for-you tre...

Read more 
Danone Manifesto Ventures makes first UK-based investment

Danone Manifesto Ventures makes first UK-based investment

8 Apr 2021

Danone’s VC arm, Danone Manifesto Ventures (DMV) made its first investment in a UK-based business with its commitment to a £2.5m funding round for the healthy drinks brand Moju. Moju said the French Dairy giant’s minority investment in the company will...

Read more 
Ocean Spray launches Wave caffeinated sparkling water

Ocean Spray launches Wave caffeinated sparkling water

16 Mar 2021

Cranberry brand Ocean Spray launched a new line of functional water through an exclusive partnership with Walmart. Called Wave, the caffeinated sparkling water contains 50mg of caffeine derived from black tea, real fruit juice, and has no added sugars,...

Read more