The world’s first biofood took ten years to develop. Then the challenge of packaging it began.
A biofood is a food compound, made from nutrient dense fruits and vegetables, that contains the plants’ phytochemicals in their natural state, ensuring optimal bioavailability and efficacy – a “super-superfood”.
The first of these, BioHarvest Vinia, is made from red grapes. The food powder can be blended into or sprinkled on everyday foods and drinks. Each serving delivers 40 mg of polyphenols, so 5 mg of resveratrol that would otherwise be obtained by eating 1,000 red grapes or drinking a full bottle of red wine. Vinia is a direct compound of a red grape, so its polyphenols are in their natural state. It delivers resveratrol, quercetin, tannins, catechins and anthocyanins with no preservatives, no artificial colouring or flavouring, and without the sugars, calories (and alcohol) of grapes (and red wine). Vinia’s grapes are grown on a biofarm using new developments in technology that maximise the efficiency of hydroponics - no solvent extraction is used and it is non-GMO, free from fungicides, pathogens, pesticides and any other residual chemicals.
The product has been launched in the US first, in a box of 30 individually portioned packets - a one-month supply. The new food is not cheap. It currently sells for US$149.99 or as a one-box monthly subscription for US$119.99 per month.
“The [single-serve stick] packets were chosen because they are an easy to open, consume and carry form. Because Vinia is a food, the packet also protects the freshness of the red grape powder,” Ilana Belzer, chief operation officer of BioHarvest explained.
“Protecting the freshness” became a global team effort. Several challenges had to be overcome.
“One of BioHarvest important goals was to provide the consumer with a natural product, free of any additives or flow agents which are commonly used in the powder food industry. Therefore, the big challenge was to develop the filling technology that will enable accurate dosing of the red grape powder without the help of flow agents or additives and to seal it under controlled environment to keep it fresh, active and safe. This goal was achieved successfully with the stick packets.”
The packaging was supplied by Mor-Pack in Israel. Its design was created by Mode Design Group and BrandBakery Branding and Design.
“Graphics were designed to communicate the modernity of the science behind the brand, engagement by bringing the powder to life in an impactful and energetic way, and also to establish trust and credibility needed since Vinia is a high-quality wellness product,” Belzer noted.
The box top opens in a hinged manner to reveal the packets standing up inside. A QR code on the back of the box connects consumers to the BioHarvest website where they can learn more about the product, its wellness benefits and the technology and science behind it.
