Working for Philips Kitchen Appliances granted me access to a huge knowledge base on healthy eating & drinking.

My personal fight was always with sugars. And during my 8 years in the company, going through a huge crisis in my country I gained 17 kilos. And when we decided to position the category on the market based on healthy benefits I’ve taken it very personally and followed the recommendations that we were delivering to our consumers.

I’ve managed to lose 19 kilos in 2 years. And the biggest step for me was replacing sweets and chocolate with fruits. I still craved something sweet, but I replaced it with a healthier option.

So by the time we have got Masticating Juicer on market, I was already aware of the benefits of fruit fibers.

Just a short remark here: juice is actually not a healthy option, as you get from fruits their natural sugars. Of course, that is better than a chocolate bar, yet the feel of hunger comes back still very fast.

While having fibers in the juice delivers the feeling of satisfaction and healthy nutrition.

That is why in centrifugal juicers was added technology ‘FibreBoost’ and Masticating Juicers were launched.

But when the product appeared on the market we have faced a problem: the recipe book that was in the set was totally useless for our market, as it included lots of ingredients that were not widely available or accessible by the majority of Ukrainians.

While the need for the development of the recipes was there, my idea was to make them not only tasty but also invest in consumers’ education and bring additional value.

With that in mind, I went to a Nutritionist who helped us with several projects.

Larysa developed for us 30 recipes. The main requirements for those were:

• Locally accessible ingredients and the possibility of replacement in case of seasonal limitations
• Easiness of preparation (using an only masticating juicer)
• Every recipe has to have its purpose (improve digestion, decrease blood pressure, etc.)
• Every recipe has to have a list of Vitamins and Nutrients it delivers within the set of ingredients

Production was done with my favorite production studio ‘Pif Paf Production‘ within 2 weeks (Yes! 30 Recipes in 2 weeks). While I was in the studio for the first few days, navigating the process, the rest of the photoshoot was managed through messengers, as I had to leave for a business trip.

Another aspect of this photoshoot was that not only I had to manage and navigate the production studio, but I also had to align every photo with Head Quarters Marcom Department in Amsterdam.

And the outcome was very well received globally.

In Ukraine the assets were used first of all as a recipe book:

Masticating Juicer Recipe Book

But also were used as assets for Digital and Trade Marketing campaigns.

I’m very grateful for this project, as it gave me so much knowledge on nutrition that I’m still applying in my day to day life.

(c) Nika Kiriienko