KEYWORDS: Personalised, nutrition, business, concept.

ABSTRACT: Personalised nutrition is rapidly emerging as a new approach to help an individual making appropriate dietary choices with the aim to improve health. The concept is now understood to consist of two important pillars: analytical/scientific/technological means which assure the appropriateness of the nutritional advice and an equally important behavioural aspect assuring that advice is presented in a way that it is actionable and effective. While the business opportunity appears to be supported by strong societal trends, the complexity of organising a personalised nutrition service probably requires new approaches that are unlikely to come from existing nutrition and health players. Most likely a novel community of networked businesses will emerge to occupy this exciting new territory, similarly to what happened in the telecom and IT world. By affecting the way people will make food choices, personalised nutrition will have a significant impact on the food supply chain and the flow of product and ingredi ... ...