Campbell Soup is investing $32 million into a personalized nutrition and meal delivery called Habit, according to Food Navigator-USA. The San Francisco-based startup creates nutrition recommendations based on an individual’s unique biology, metabolism and personal goals. Then it helps one reach their health goals by delivering fresh, personalized meals to one’s doorstep and supporting through one-on-one wellness and nutrition coaching.
“The entire food industry is being transformed by the fusion of food, well-being and technology,” said Denise Morrison, Campbell’s President and Chief Executive Officer. “Habit is well positioned in this wired for well-being space and poised to lead the personalized nutrition category. Campbell’s investment is part of our broader efforts to define the future of food, which requires fresh thinking, new models of innovation, smart external development and venture investing to create an ecosystem of innovative partners.”
How It Works
An at-home test kit measures over 60 different biomarkers, which include nutrition-related blood markers, how these markers change in response to a proprietary metabolic challenge beverage, and genetic variations within your DNA. You also provide several body metrics including body weight, height, waist circumference as well as your health goals. Habit’s proprietary and patent pending approach, including the Nutrition Intelligence Engine, then synthesizes the data to determine the foods and nutrients that are best for you. Certified coaches will be on hand to help you meet your goals through tailored plans, while a team of chefs prepare the food your body craves, delivered straight to your door.
