Nestlé Nestlé Goodnes

Problem

93 per cent of people aspire to eat well. The reality is harder. Cost, time and nutrition compete every day. Nestlé had the brands, the recipes and the knowledge families needed, just not in one place.

Background

Nestlé has decades of nutritional expertise. Microsoft has the AI infrastructure to make it responsive. We brought the connective vision, seeing what the combination could unlock for family nutrition.

Ambition

To bring personalised nutrition into everyday family life. To build Nestlé’s first direct-to-consumer AI. To position Nestlé as the most trusted, science-backed voice on food and nutrition in the age of AI.

IDEA Expert nutrition for every family

What if every family could have a conversation with Nestlé and make dietary decisions supported by its decades of nutritional expertise? That question drove a four-year partnership with Microsoft to build Nestlé Goodnes: a platform spanning website, app and three AI companions, each bringing the Good for You strategy into the moments that shape how a family eats. Adapting in real time. Responding. Guiding. Learning. A distinct visual identity and conversational voice carry the same warmth across every touchpoint, making expert nutrition feel personal rather than prescriptive.

Nestlé’s nutritional expertise, made personal for your family.
Three animated characters stand together, smiling with arms open. Objects like a chefs hat, camera, and painting palette float around them, suggesting creativity and diverse interests. The background is white.

Role

North star and roadmap
01

North star and roadmap

Defined the north star and roadmap and anchored it to the Good for You strategy, Nestle’s framework for balanced nutrition.

Governance and backlog
02

Governance and backlog

Established the governance model and development backlog, giving markets worldwide a unified path to adoption.

User insight and testing
03

User insight and testing

Grounded every design decision in real family behaviour, using continuous audience insight and testing to shape each interaction.

Digital visual identity
04

Digital visual identity

Designed a visual identity for Nestlé Goodnes that carries the warmth and accessibility of the platform across every touchpoint.

Experience design
05

Experience design

Shaped the experience across website, app and chatbot. Every interaction designed to grow more personal over time.

AI conversational agent
06

AI conversational agent

Built and launched Nestlé’s first direct-to-consumer conversational AI, in partnership with Microsoft.

Global launch toolkit
07

Global launch toolkit

Delivered a global launch toolkit that gave local markets everything they needed to bring Nestlé Goodnes to market with clarity and consistency.

Mobile app pilot and white label
08

Mobile app pilot and white label

Developed the pilot mobile app and scaled it into a white label model, successfully launching as Nestlé Recetas in Mexico.

A collage of smartphone screens displays a meal planning app interface, featuring dishes, daily plans, communities, achievements, goal tracking, and colorful sections with photos of food and users.
A smartphone screen displays a Nestlé Goodnes app with a score of 80/100 for MyMenu IQ™ and options to balance the meal. Below, it shows 16% daily value and 336.9 kcal per serving.
A smartphone screen displays a menu planning app called Goodnes showing My Menu Plan with options for grocery list, preferences, daily/weekly views, and a selected week in September.

Result

Nestlé Goodnes became the brand’s first direct-to-consumer AI and the foundation for a longer ambition: to position Nestlé as the most trusted, science-backed voice on food and nutrition as families increasingly turn to AI for guidance. Launched in the Philippines, the platform has expanded across Asia, Africa and Europe. Its white label architecture launched as Nestlé Recetas in Mexico proving the model could scale, with the ambition of becoming the nutritional infrastructure for families worldwide.

  • 5

    Markets live at launch

  • 6M+

    Traffic in the Philippines during year one

  • 15

    Markets live by end of 2026

  • 600

    Nestlé properties migrating into Goodnes by 2030

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IDEA Expert nutrition for every family