Israeli-based myAir is a new startup that is focusing on controlling stress through nutrition. The brand, which produces plant-based snack bars, has six functional blends that were developed using AI to combat a number of the most prevalent physiological manifestations of stress.

The six blends are built on a base of nuts and fruits before receiving an infusion with proprietary bioactive botanical extracts, including sage, hops, oats, valerian and rosemary. Each blend works synergistically to exert a specific stress-countering effect, whether to sharpen focus, revive energy, reduce anxiety, support relaxation or promote quality sleep. The personalized combinations are available through a subscription service and are delivered monthly to the consumer’s doorstep.

To ensure that each customer is consuming the correct combination of these functional bars, myAir provides personalized profile evaluations to those who order. In the questionnaire, an individual is asked about their cognitive response to stress. Then, the reported physiological symptoms are tracked through a smartwatch to identify alterations in heart rate, respiration, sleep quality and physical activity.

“Our algorithm can analyze the data from each person’s specific mood and stress profile, then decide what formulation will provide them the best positive impact on their stress routine,” Rachel Yarcony, founder and co-CEO of myAir said in a statement.

MyAir is combatting stress through snacking – an already growing category in the food and beverage space that the pandemic has only accelerated. A recent NPD study from this summer showed that people increased their consumption of snack foods between meals by 13% between April 2019 and April 2020. That increase in frequency is indicative of the growing interest in snacks worldwide. In Mondelez’s "State of Snacking" report that was conducted pre-pandemic, 59% of adults who responded said that snacking was preferred to eating meals.

However, snack bars were not a large beneficiary of this increase. The NPD study noted that most consumers are gravitating toward salty and frozen sweet snacks. A separate Bernstein analysis indicated that sales of nutrition bars sunk 20%. However, the analyst firm did not anticipate this trend to be a long term shift. Nevertheless, with many people staying closer to home, the on-the-go convenience of bars remains less critical to the everyday lives of many.

Functional nutrition though has received a boost as consumers look for opportunities to cultivate overall health and well-being through food. With 75% of global consumers planning to eat healthier as a result of the pandemic, according to ingredients supplier Beneo, myAir is aligning its products with a pressing need for consumers. The functional foods industry, which Fior Markets anticipates to grow from $69 billion in 2019 to $117 billion by 2027, is currently dominated by immunity-boosting foods. If myAir can effectively make the case that managing stress can boost a person’s immunity, the brand has a chance of grabbing consumers’ attention and maybe even taking off.