In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Ari Tulla, CEO and Co-Founder of Elo Health, a smart nutrition company pioneering the concept of "food as medicine" through personalized supplements, AI-driven insights, and at-home blood testing. Elo Health is building nutrition products that act as multipliers for medical treatments and lifestyle interventions—where one plus one equals three. After analyzing data from 10,000 users, they've evolved from direct-to-consumer personalized supplements into a B2B/B2C platform partnering with fertility clinics, weight loss programs, and wellness brands. Drawing on lessons from pioneering mobile gaming at Nokia and building healthcare companies following personal tragedy, Ari shares the marketing playbook for launching category-defining health products in a market that doesn't yet know it needs them.