In 2014 the vision of IAWIE was to build the food platform of the future, that enables consumers to make informed purchase decisions about high-quality natural and organic products. As a first range we developed superfood breakfast bowl which allowed consumers to prepare a healthy blended breakfast in no-time. Ingrideients such as Acai, Chia, Goji and Spirulina were novel in 2014 and therefore allowed IAWIE to surf the superfood trend