Reckitt: Adult Nutrition

We determined what new solutions in Adult Nutrition should look like, feel like and taste like - especially in areas without established codes, like mental wellbeing and the gut biome.

An ageing global population and the rise of lifestyle related illness means the need for Adult Nutrition is more and more and important. 

Formulations would be driven by clinical expertise, but Reckitt’s Nutrition team also needed to be sure that the developed offers fitted into the changing ways consumers view the world.

We worked on the ground in the USA and China to understand the changes that are driving the conversations around Adult Nutrition and how these are playing out in the wider culture. Traditional Chinese Medicine and the American private healthcare model mean very different foundations, but exploring such different cultures around health identified exciting areas of crossover opportunity. 

We delved into how the benefits need to be framed and the trends they should tap into. The codes of the category were explored and the emergent codes of adjacent categories identified to provide a powerful set of references - in product and pack form, claims language and graphic palette.

“{Futurity’s} skills at gathering data and translation has given a depth of understanding to view these landscapes through a human lens. They have been a great innovation partner due to their agile mindset and ability to highlight commercial potential.”
Sarah Smith, Director Sensory Consumer Science Excellence. Reckitt