I'm happy to announce that I've accepted a Product Research and Development position with Nestlé Foods. Nestlé is known for its skillful application of 'neuromarketing'-- using neuroscience to enhance product development and sales-- and the company recruited me for my background in neuroscience and food reward.
As Whole Health Source readers know well, food reward has a major impact on food selection and consumption, and therefore it has huge potential as a product development strategy. Although product development by the food industry has always relied to some extent on a basic understanding of food reward, corporations still lag far behind the cutting edge of food reward research, and they are therefore missing out on a major opportunity to drive repeat purchase and consumption behavior and increase total sale volume. I plan to leverage science-corporate synergy to develop food product solutions that people LOVE*.
Even more exciting, Nestlé has asked me to lead a strategic partnership initiative with Coca-Cola to utilize neuromarketing to tailor beverage product development specifically for children, who have a somewhat different set of reward criteria than adults. We're excited to develop product solutions that kids LOVE* even more than current offerings, by scientifically designing new combinations of flavors, sweeteners, and totally safe habit-forming drugs such as caffeine.
Both companies have been very responsive to my nutritional concerns about processed foods, and so we're working together to make healthier products. Here are some of the changes we're discussing:
- Adding vitamin C and cod liver oil to chocolate.
- Replacing a portion (1.7%) of the sugar in beverages with stevia across the board.
- Stealthily decreasing the portion size of beverages. To do this, we'll increase the thickness of the plastic bottles so the exterior of the bottle is the same size, but the actual beverage content is reduced by 0.2 oz.
- Getting these healthy snacks and beverages back into schools where kids can enjoy them!
* Learned Obedience Via Eating