Japanese snack food giant Calbee has formed partnership with the Singapore-based microbiome firm AMILI to bring personalized nutrition into the country.
Known as Body Granola, the personalized nutrition service comprises of a microbiome gut health test and a personalized granola subscription. Users will first undergo a gut microbiome test that analyzes their gut microbiome type, the diversity of gut bacteria present and the proportion of bacteria detected. Based on users’ test results, the service would recommend specific prebiotics suitable for their gut microbiome.
The prebiotics offered include inulin, resistant starch, galacto-oligosaccharides (GOS), fructo-oligosaccharides (FOS), cacao and a blend of prebiotic fibre commercially sold as BarleyMax. Unlike probiotics, which add live bacteria to the gut, prebiotics help feed beneficial bacteria already present in the gut instead.
After the gut test, customers can then choose 3 ingredients including prebiotic toppings, based on their individual test results. Unlike probiotics, which add live bacteria, prebiotics help feed the beneficial bacteria already in the gut. Offered as a subscription service, the service is designed to make digestive health easier to incorporate into daily life.
Singapore, like Japan, is regarded as a strong potential market where consumers show strong interest in health, particularly gut health.
The service has been available in Singapore since 21 April via Body Granola Singapore’s e-commerce site. It was first introduced in Japan in April 2023 and is now used by more than 50,000 people.
Masae Nakano, Chief Technology Officer, Calbee Inc said, “Gut microbiomes vary from person to person, even among healthy people. That means the same foods and habits may not affect everyone in the same way. We believe a personalized approach to the gut microbiome can help support health and wellness in a way that better suits each individual. Singapore marks our first step in bringing the service to more customers beyond Japan.”
Jeremy Lim, CEO of AMILI, described this as a significant step forward. “People respond very differently to the same foods in terms of blood sugar spikes and nutrient absorption. Body Granola marks an important step in bringing the latest nutrition science to help consumers eat what works best for them.”
Consumers around the world are increasingly looking for ways to live longer and stay healthier, and growing research continues to highlight the importance of gut health.
For the Singapore launch, Calbee will work with AMILI on the gut microbiome testing component of the service, while the testing method and results are based on the Japanese service, which Calbee had developed with Metagen.
The gut microbiome testing kit is priced at S$310 (US$244) while the Body Granola subscription costs S$49 (US$38.52) for 20 servings.
