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Nestle, the 152-year-old Swiss food giant was making a strategic shift away from processed foods and sugar treats towards health supplements and personalised nutrition. In keeping with this trend, it had debuted the 'Nestle Wellness Ambassador' program in aging Japan, combining artificial intelligence (AI), DNA testing and Instagramming of food. Data on consumer's health and diet was collected and recommendations were made regarding lifestyle changes and customised nutrient supplements. While the program was becoming popular in Japan, it was expected to be scaled to Nestle's other markets too. Kozo Takaoka (Takaoka), the Head of Nestle Japan, had grand plans for the health and wellness initiative. Would Takaoka be able to succeed in his plans? How Nestle would scale the initiative across Japan and then the globe remained to be seen.