POOW The Food Hero

POOW The Food Hero is a tool helping children with various eating disorders to eat.

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I confirm that I am fully aware of the eligibility criteria, and based on its description, I am eligible to apply to the CSV Prize 2017.

  • Yes, I'm eligible

Preferred language

  • English

Organization name

POOW Applications

Year founded


Initiative stage

  • Established (the solution has passed the previous stages and demonstrated success)

Annual budget in 2017 (USD)

  • $50k - $100k

Number of beneficiaries impacted so far

  • 500 - 1,000

Organization type

  • Social enterprise

Secondary Focus Area

  • Nutrition

Headquarters location: Country

  • Sweden

Headquarters location: City


Location(s) of impact

Sweden Finland Norway



Facebook URL


Problem: What problem is this initiative trying to address?

Various types of eating disorders amongst children are a growing problem throughout the world. It can derives from, for example, different kinds of diagnoses (such as ADHD and autism), disabilities or premature children. But also many children without any diagnoses or disabilities can suffer from the problem. It prevents the children from getting the nutrition they need to grow and develop in the right way. This often causes the parents a lot of stress and the children a bad health and development.

Solution Summary: What is the proposed solution? What do you see as its most promising aspects for creating shared value?

Many of these children with eating disorders would like to eat, but they need the right motivation and stimulation to be able to do it. This is what the method in the app POOW The Food Hero helps them with. It´s a form of storytelling where the child helps the superhero POOW to rescue for example a cute animal in need. The child has to eat of its food on the plate to give POOW the strenght to do his heroic missions. The child gets a reason to eat. In the app there are also more motivating activities to help out. For those children that find something in eating unpleasant, the app helps them to be distracted from that feeling, and instead be able to eat. For parents with children having eating disorders it´s a hard struggle every day trying to convince their children to eat. It often gives the parents a feeling of impotence and shame. The app is an help for the parents and it can help the whole family to receive a better Quality of Life.

Impact: What is the impact of the work to date? Specify both the social and the environmental impact of your work

Up to 80% of all children with diagnoses and/or disabilities suffer from eating disorders, and 30% of all other children get it during some period of their childhood. There have not been many tools before helping children with eating disorders, neither for parents nor healthcare. But POOW The Food Hero is now a first help for parents wanting to help their children with this problems, in their childrens own safe home environments, and in best case health care can be avoid. When a child starts to eat it affects the child´s health and development in a very positive way. That leads to a better Quality of Life for both the child and the whole family, which has a big impact on the whole society. The tool is also a big help for the healthcare, such as dietist and therapists, as they can use it in their own work with children to impact their results, or use it to have something effective to recommend to worried parents as a first (and hopefully the only needed) step so solve their problem

Financial sustainability plan: How is this initiative financially supported? How will you ensure its financial sustainability long-term?

Today the initiative is supported by the founders own money. The next step will be to search for partners/investors.

Unique value proposition: What makes your initiative innovative? How does your project differ from other organizations working in the same field?

The app is the first digital tool to help children with various eating disorders to eat. It can be used both in the home environment and by the health care. The parents can also read books with other methods around the problem, to try to solve it themselves, or seek help within the health care system. The health care system have speech therapists and dietists working with the problem. But the app is a first step to try at home, and in best case the health care can be avoid thanks to it.

Founding story: Share a story about the "Aha!" moment that sparked the beginning of this initiative.

Everything began when Björn Cronzell's son, Jonathan, 2.5 years old was diagnosed with autism. The diagnosis involved a major change in life for the family. One of the major problems for Björn was that Jonathan did not want to eat properly. They went to a special dietician, but without any success. Many children with autism want to eat, but they need a concrete reason to do that. Therefore, Björn began to draw the landscape where the superhero POOW resides, and let him perform various heroic missions with Jonathan's help. Through the method, Jonathan got a reason to start eating, and the problem was solved. Björn Cronzell then hatched the idea of transferring the method to an application, to help other parents in the same situation.

Where did you hear about the Nestlé Creating Shared Value Prize?

  • Henri@Nestlé

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Healthy Junior chef

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