FitNatic tells me they're targeting a very specific demographic with the Nourish: CrossFit moms. They reason that mothers who do CrossFit are supplement users who don't have the time or energy to do all the legwork themselves, and the Nourish will allow them to stay on a fairly regimented supplement schedule without detracting from their home life.
Why this matters: If you're a CrossFit mom, the Nourish might be for you. If you're not a CrossFit mom, or a similarly time-deficient workout-a-holic, the Nourish probably isn't going to sway you into the world of supplements.
Don't get me wrong; there are definitely benefits to a device like the Nourish, albeit mostly convenience related. If you're already a supplement user, you know that keeping track of your nutrition (even if you already use activity trackers and apps such as MyFitnessPal) can get tricky, especially if you have a hectic and unpredictable schedule. And it's certainly nice to outsource the mental math to a machine. At the same time, if you're already a supplement user, you know that tracking your nutrition isn't exactly difficult (and it quickly becomes second-nature), and you probably already have a pretty decent supplement system working for you, based on your own research and trial-and-error.
The Nourish will cost $500 ($400 if you back the company's Indiegogo campaign), including a starter kit of 16 pods (approximately a one-month supply). Individual pods will be sold separately for $8 to $20 through FitNatic and partner stores.
Sign up for CIO Asia eNewsletters.