Aug 10, 2019 | By Luke Tebbutt
Experience Lifestyle & Interiors on WGSN.
Mar 07, 2018
Food and drink that is designed for women is on the rise as brands cater to the female experience, whether that’s supporting the body during menstruation or, in the case of FertileGirl, pre-pregnancy.
FertileGirl is a pre-pregnancy nutrition company that creates snack bars with ingredients to help keep women healthy while trying to conceive. The brand was created after founder Allison Kasirer noticed that there were plenty of products for women who were pregnant or new mums, but very few for those women trying to conceive. So she set out to change this.
The brand’s Superfood Nutrition Bar is inspired by the snack bars Kasirer made at home after researching the best nutrients to support women’s bodies during the pre-pregnancy period. She says of choosing the ingredients for the bars, “Doctors and nutritionists kept telling me that it was best to get my nutrients from real food instead of relying entirely on my prenatal vitamin (which I continued to take in addition to these lifestyle changes). So when I made them for myself, I packed them with as much nutritional value as possible. A combination of nuts and seeds, as well as superfoods like maca and goji berries, got me the plant-based protein, omega-3, calcium, and iron content I was looking for.”
The brand’s aim is to open up the conversation around fertility and get women talking about their experiences – as part of this, it uses its Instagram page to bust common fertility myths. This supportive approach is also evident in the packaging: cute, pastel branding helps to make fertility nutrition seem less daunting and more approachable, making a functional food feel friendly. The company also donates part of its profits to Baby Quest Foundation, which gives grants to couples who can’t afford fertility treatment.
FertileGirl is one of a number of brands that are stepping in to support a part of women’s lives that has often been overlooked in the marketplace. Going forward, expect to see more brands facilitating and engaging in friendly and honest conversations around the full spectrum of women’s experiences, creating communities rather than just products.
WGSN Lifestyle & Interiors subscribers can check out our new report, Designing for Female Empowerment, for further analysis of new approaches to designing for women.
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