Numico is a leader in the production of supplements for people with phenylketonuria (PKU), a rare metabolic disorder that prevents the body from digesting phenylalanine, a naturally occurring component in proteins. Approximately 50 percent of people with PKU stop adhering to their medically necessary diet during their teenage years due to social pressure and the difficulties of finding and eating the right foods. This user-centered research resulted in the development of future brand visions and several potential new offerings