“When the user first registers in the app, she or he is invited to establish her or his hydration profile. We know that each individual’s ideal hydration level is determined by gender, age and body size. It’s what we call their hydration profile. So as a baseline, the embedded algorithm in the app will set the daily goal depending on that hydration profile.
“Ultimately, our goal is to make hydration easier, one sip at a time.”
But of course, an individual’s need for hydration also depends on their level of physical activity throughout the day. That’s why, Danone says, it has introduced a second algorithm into the app which calculates how much the user should drink if, for example, they run for an hour that day or play a football match. The user can also set recurring physical activities in the app’s calendar.
‘A different kind of relationship with consumers’
The above could be seen as part of a wider drive within Danone to promote healthier consumer habits in general.
“What is valid for hydration is also valid for nutrition, in a broader sense. At Danone, we see in smart packaging the opportunity for brands to establish a different kind of relationship with consumers; bringing more value, services or sense of purpose in a much more direct and personal way than via traditional channels.
“The new generation of consumers is changing. There is an increased understanding that the food and beverages we choose will impact our health, how we perform and how we age. There’s also a preference for brands that get involved for people’s wellbeing and aspirations to feel and live better. This is at the core of our mission and DNA, and part of what our ‘One Planet. One Health’ vision encapsulates.”
When it comes to connected devices and smart packaging, we are only really at the beginning of what can be achieved. Applications for these technologies will continue to expand as they become cheaper to implement and more efficient.
* Note that the cap will soon be made available to fit all Font Vella bottles.