Fazer hacks brainfood to explore new ideas
In the Fazer Brainfood Hack held 28–30 October 2016, Fazer invited international teams of scientists, developers and designers to look for new ways of answering the growing demand for cognitive performance in everyday life. The winning solution uses technology and service design to change eating habits.
A diverse group of teams used the weekend to explore and deliver ideas with potential for further development. The 10 teams included members of over five nationalities from start-ups, IT companies, Aalto University and the University of Helsinki.
The winning solution of the Fazer Brainfood Hack uses technological tools to support people in choosing meals that improve cognitive performance. The “Irtokarkit” team used technology and service design to nudge people in the right direction in several moments of the restaurant experience. The jury commended them especially for creating an innovative and tangible solution that can change people’s eating habits.
Two runners-up were awarded. Team Simplate, used the means of design, creating a physical “plate model” to guide people towards choices that benefit them in their daily activities. Team Alfresco has created a semantic analytics tool with many future uses for consumer insights.
“The Fazer Brainfood Hack was an inspiring event that brought up many new ideas to help people remember the importance of food. What we eat really makes a difference, with nutrition an elementary part of brain health and performance. People don’t always perform at their cognitive best. Food choices are one key to being alert,” says Kiti Müller, Leader of clinical research Digital Health Lab, Nokia Technologies.
“Based on our understanding of everyday life in all age groups, we can see a clear demand for supporting brainpower. The focus of the food industry has been on physical rather than cognitive performance. Fazer wants to combine its expertise in food and nutrition with other key areas of brainpower: sleep, physical and mental exercise”, says Heli Arantola, SVP, Strategy and Renewal, Fazer.
Fazer Brainfood is a research and business development programme exploring the connection between food and cognitive performance. The programme combines food science, technology and customer experience design into new ways of managing cognitive performance. Connecting universities and students, as well as established companies and start-ups Fazer builds an ecosystem for this development.
With its role in everyday life Fazer has a big responsibility and opportunity to continuously explore and improve healthy eating habits. Fazer Food Services alone has more than 1,200 restaurants that serve hundreds of thousands of guests every day.
“As a family-owned company Fazer has entrepreneurship in its DNA. We are especially interested in co-developing with start-up companies and future entrepreneurs. Fazer can also take a role to support in the first phase to get the business going as a first customer, or sparring partner. In this hackathon, we had a facilitator role of developing the first idea into a concept,” says Heli Arantola, seeing an opportunity for Fazer and young talents to join forces in utilising world-class technologies to solve socially significant issues.
The Jury
Christoph Vitzthum, President and CEO, Fazer Group
Dr. Heli Arantola, SVP, Head of Strategy & Renewal, Fazer Group
Simon Panelius, VP, Operational Development, Fazer Food Services
Dr. Kiti Müller, Leader of clinical research at Digital Health Lab, Nokia Technologies
For further information
Heli Arantola, SVP, Strategy and Renewal, Fazer Group, tel.: +358 500 505 762
Leena Majamäki, VP, Communications, Fazer Group, tel: +358 40 585 1585
Fazer Group
Fazer is an international family-owned company offering quality bakery, confectionery, biscuit and grain products as well as food and café services. Fazer operates in eight countries and exports to around 40 countries. Fazer’s mission is to create taste sensations. Fazer’s success, ever since its establishment in 1891, has been based on the best product and service quality, beloved brands, the passion of its skilful people and the Group’s responsible ways of working. This year marks Fazer’s 125th anniversary and 150 years from the birth of Karl Fazer, the founder of this successful Group. In 2015, Fazer Group had net sales of more than 1.5 billion euros and nearly 15,000 employees. Fazer’s operations comply with ethical principles that are based on the Group’s values and the UN Global Compact.
Makes the world taste good
