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.
Role
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
Established the governance model and development backlog, giving markets worldwide a unified path to adoption.
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
Designed a visual identity for Nestlé Goodnes that carries the warmth and accessibility of the platform across every touchpoint.
Experience design
Shaped the experience across website, app and chatbot. Every interaction designed to grow more personal over time.
AI conversational agent
Built and launched Nestlé’s first direct-to-consumer conversational AI, in partnership with Microsoft.
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
Developed the pilot mobile app and scaled it into a white label model, successfully launching as Nestlé Recetas in Mexico.
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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