Do you lead an active lifestyle, care about healthy nutrition, but still occasionally reach for sugary, colorful drinks? Join our program and collaborate with scientists from our Institute to develop a hydration-enhancing beverage! Thanks to a partnership with a leading Polish beverage producer, the product will hit store shelves next year. Recruitment is open until April 18.
This initiative is part of the Consumer Engagement Labs program under EIT Food – an international project of the European Institute of Innovation & Technology.
Our partner is Maspex – one of the largest food companies in Central and Eastern Europe and a leading Polish producer of well-known and beloved juice, nectar, and beverage brands.
– By participating in this project, consumers have a unique opportunity to design a product that meets their specific needs and will be available in stores next year. Importantly, this is not just about testing pre-developed variants but about actively contributing to the creative proces – emphasizes dr Joanna Fotschki, project coordinator from the Institute of Animal Reproduction and Food Research of the Polish Academy of Sciences in Olsztyn.
Who Are We Looking For?
We invite individuals aged 35-55 who lead an active lifestyle, limit sugar in their diet, and are not affiliated with the food or marketing industries to apply.
Recruitment is now open and will run until April 18. Sign up HERE.
Why a Hydration Beverage?
Proper hydration is essential for the overall functioning of the body.
– Research shows that adequate hydration supports kidney function, helping to eliminate excess sugar from the body and aiding in the management of type 2 diabetes. It also helps maintain blood volume and pressure, reducing the risk of hypertension. On the other hand, inadequate hydration can lead to health issues, such as an increased risk of cardiovascular diseases – explains dr Joanna Fotschki.
She adds that maintaining proper hydration levels is often neglected. „This is further exacerbated by the growing tendency of consumers to choose sugary drinks, which is becoming increasingly apparent,” she says.
This is why scientists, together with the producer, aim to create a healthier alternative to sugary hydration beverages—with the participation of consumers themselves.
What Does the Creative Process Look Like?
The creative process consists of five online meetings between April and June. During these sessions, 20 selected participants will work in small groups under the guidance of scientists to develop and refine their ideas. The consumer-created concepts will then be presented to Maspex business representatives.
Ultimately, the beverage will be launched next year.
The entire creative process is based on an innovative methodology developed by the University of Warsaw, which combines individual and team efforts, using creative techniques and design thinking.
