MixMasters uses TNO phenotype test to offer personalised nutrition

Unique health food and sports supplements more accessible

MixMasters was launched in 2019 with the ambition of making unique health food and sports supplements more accessible to the general public. MixMasters develops unique sports and health products tailored to the needs of its customers’ target groups. To make healthy food accessible to as many people as possible, they explored innovative ways to personalise products.

Switch to different measurement method

MixMasters approached TNO after they had already conducted their own research into developing food based on DNA profiles. They saw this as a great way to personalise nutrition and supplements. The next step was to determine how this could be brought to market in an accessible way. They therefore approached TNO with the question of whether it would be possible to develop a DNA self-test whose result would be known within an hour, like a pregnancy or COVID-19 self-test.

The problem is that the typical saliva test has to be sent in by the user to a laboratory and has a relatively long analysis time and high cost. It proved infeasible to do such a self-test at home. On the advice of TNO, MixMasters then quickly switched to nutrition based on phenotypes, in other words, physical characteristics and lifestyle, which is better suited to personalising nutrition in a user-friendly way.

From phenotype to personal profile

TNO developed a phenotype test for MixMasters that combines an online questionnaire with anthropometric measurements such as weight and abdominal girth. The questionnaire asks about personal matters such as gender, age, physical activity, and diet, including fibre intake and preferences. In addition, participants measure their height, weight, and abdominal, hip, neck, and wrist circumferences.

This test is a low-threshold way to identify a lot about a person's lifestyle and metabolic and physical health. People fill in the questionnaire and are given a tape measure to measure various circumferences. Then, using TNO's intelligent recommendation system, which uses an algorithm developed by TNO, the results of the phenotype test are converted into a personal profile. Such a profile includes, among other things, an individual's optimal macronutrient mix.

Setting up something great in a short time

As part of the collaboration, TNO contributed its knowledge and expertise in the scientific, personalised improvement of dietary patterns, lifestyle behaviours and health-related outcomes.[i] TNO and MixMasters also worked together on a new business proposition and explored opportunities to bring it successfully to market.

FoodiYou

This new concept, FoodiYou, works as follows: the idea is to offer a complete package of ‘ready-to-use’ fresh meals and food supplements based on a person’s profile and goals. The concept goes beyond the well-known meal boxes. Users receive a personalised package of meals for all eating occasions throughout the day, tailored to their personal macronutrient ratios (the ideal composition of proteins, carbohydrates and fats), energy requirements and objectives.

It is currently being explored how this concept can be brought to market and which collaborations are required for this. The aim is to launch the concept this year.

_{[i] De Hoogh, IM, Winters BL, Nieman KM. A Novel Personalised Systems Nutrition Program Improves Dietary Patterns, Lifestyle Behaviours and Health-Related Outcomes: Results from the Habit Study. Nutrients 2021;13(6):1763. doi: 10.3390-nu13061763.}

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