Aggie began with a deeply personal experience. After going through Hyperemesis Gravidarum, co-founder, Emma Michelsen, started searching for better over-the-counter support for women experiencing morning sickness, nausea, vomiting and dehydration during pregnancy.
What she found was a clear gap. While there were ingredients with publicly available clinical evidence supporting their use for morning sickness and Hyperemesis Gravidarum symptoms, the products available in-market did not appear to meet the formulation requirements she was looking for. That insight became the foundation for Morning Relief, Aggie’s flagship product: a science-led maternal wellness supplement combining gingerol extract, vitamin B6, maternity-specific electrolytes and freeze-dried fruit powders.
But turning that vision into a credible product required more than an idea. Emma came to FoodPilot needing scientific expertise, technical support and a product development team that could help validate the approach, guide the formulation process and translate the concept into something that would meet real consumer needs.
The challenge was not only technical. Entering the product development space without deep experience required a team that could provide both scientific rigour and practical guidance. FoodPilot also stood out because of their willingness to engage with the wider purpose behind the product.
After the initial conversation, the decision to proceed felt straightforward. FoodPilot understood the need, showed genuine interest in solving the problem and became an extension of Aggie’s team. That support mattered at every stage, from early research and formulation through to flavour development, ingredient updates and new product development.
The FoodPilot team helped bring structure and confidence to the process. Their methodology, reports, access to academic expertise, and research-backed recommendations gave Aggie a strong foundation for decision-making. For a product designed for pregnant women, that level of care and evidence was critical. Each formulation choice needed to be considered, justified and clearly documented.
The personal approach also made a difference. FoodPilot’s responsiveness, preparedness and willingness to provide hands-on guidance helped Aggie move through unfamiliar product development decisions with confidence. The female-led nature of the team was also important, helping ensure the lived experience and consumer context behind the product were properly understood.
FoodPilot’s support extended beyond the formulation itself. The team connected Aggie with a wider network of suppliers, manufacturers and technical contacts, while continuing to provide advice and ideas beyond the immediate scope of the project. That wider ecosystem support helped turn the product from an early idea into a commercially available product with a clear pathway for growth.
Morning Relief has now been in market for more than a year, sold through Aggie’s e-commerce store and selected retailers across New Zealand. The consumer response has been positive and deeply meaningful, reinforcing the need for better support in a space that has often been overlooked.
Aggie now works with a manufacturing and logistics centre in Auckland and has returned to FoodPilot for further lab sessions to support additional products in the pipeline. The business has also expanded into Australia and is exploring further global opportunities.
While starting with one product, the ambition is much bigger. Aggie is building toward a trusted portfolio of over-the-counter products supporting women through hormonal, fertility and reproductive health, with evidence-based solutions that help women feel seen and supported. They currently have three products in the market that were developed with Food Pilot – Cycle Relief, Morning Relief, and Daily Regular.
For Aggie, FoodPilot’s impact has been both technical and commercial. The team provided scientific credibility, academic expertise and practical connections that helped give the product substance, trust and a stronger foundation for growth.
