CREATING A NEW PRODUCT CATEGORY
An entrepreneur wanted to develop a product that turned off the urge to eat and consequently, to overeat, when you know you’ve had enough.
We conducted extensive research on the science of satiety as well as on the behaviors people employ in order to stop eating. We created a concept that relied on safe food ingredients—rather than unproven, unsubstantiated fruits or herbs—to target behavioral change and not make outlandish weight loss claims. The product initially provides a small, dessert-like indulgence, and then distracts the mind by stimulating the trigeminal nerve for up to twenty minutes, the amount of time needed for the body to send fullness cues to the brain.
MealEnders was launched in 2014. After selling solely through its own website, they are poised for national retail launch in 2016.
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