The Boston Globe features Affinnova, "The perfect supermarket cereal aisle?"

Affinnova, Inc.

The Boston Globe features Affinnova, "The perfect supermarket cereal aisle?"

July 15, 2011

At first glance, there would seem to be little overlap between algorithms developed for genetic research and the ways consumers shop for breakfast cereal, but Affinnova Inc., a Waltham company founded by two Massachusetts Institute of Technology PhDs, is making that connection.

In a recent press release, the market research technology firm disclosed that it was working on a project for Post Foods, which is known for such cereals as Grape-Nuts and Shredded Wheat, among many others.

The mission: How to redesign supermarket cereal aisles to provide store customers with a better shopping experience --- and, of course, to encourage shoppers to buy more Post Raisin Bran and Shredded Wheat.

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