OnFood’s founders, with experience in working with professional athletes, recognized a lack of nutritious meal options for fitness enthusiasts. They sought to create a line of foods providing complete daily nutrition. Mattson collaborated with OnFood’s professional triathlete nutritionist to formulate ready-to-eat meals and bars. We conducted Integrated Consumer Insights (ICI) and commercialized the products, refining the business strategy to focus on fitness clubs and new distribution channels. The OnFood line launched in Fall 2014.