NielsenIQ acquiring Gastrograph AI
But does it pass the "sniff test"?
NielsenIQ (NIQ), a company known for its expertise in consumer intelligence, has announced its intention to acquire Gastrograph AI, a platform specialising in sensory insights for the consumer packaged goods (CPG) industry. Gastrograph’s main differentiator in the market is the world’s largest sensory database, across food and beverage products.
This acquisition aims to enhance NIQ's artificial intelligence capabilities, particularly in product development, as it seeks to provide its clients with a comprehensive understanding of consumer behaviour through its Full View™ initiative.
Gastrograph AI is recognised for its ability to support major global brands by utilising predictive AI to refine product offerings. Its technology focuses on modelling human sensory perceptions related to flavour, aroma, and texture, allowing brands to develop, test, and reformulate products based on consumer preferences. The integration of Gastrograph AI into NIQ's operations is expected to expedite innovation processes for clients, offering enhanced product formulations that respond more accurately to consumer desires.
Ramon Melgarejo, President of Strategic Analytics & Insights at NIQ, expressed that the combination of Gastrograph AI's capabilities with NIQ's platform will facilitate quicker market entry for CPG brands, alongside the development of superior products. He stated, "In today’s environment, understanding what consumers will buy and why, and being able to act on those insights has never been more important," as reported by Business Wire.
According to NIQ, the acquisition builds on their existing collaboration with Gastrograph AI in developing the BASES Creative Product AI, which has already shown promising results in product formulation research among leading global brands. The move is part of NIQ's strategy to further enhance its services and provide helpful insights tailored to address the unique challenges faced by CPG companies.
Founded in New York City, Gastrograph AI has positioned itself as a pioneering entity in AI-driven product development within the CPG sector. With the acquisition, NIQ plans to leverage Gastrograph's sensory data to bolster its analytical capabilities and improve its client offerings.
Link to Gastrograph’s website is here
BusinessWire coverage of the deal is here