Campbell Soup Invests in Personalized Nutrition App
28 Oct 2016 --- Campbell Soup has announced its investment in the personalized nutrition start up app, Habit. The App claims to fuse nutrition, technology and food delivery, and is set to launch in BETA in January 2017.
Campbell Soup will be the sole investor in the app.
Founded by Neil Grimmer, who previously owned and co-founded Plum Organics, the app allows users to test their DNA, and then gives users personalized meal plans based on the data.
“Habit brings together a brilliant team of scientists, registered dieticians, nutritionists, technologists, chefs, food scientists, health coaches, designers, and business leaders. We’re on a mission to feed one’s human potential through the power of personalized nutrition, and founded on a set of core beliefs,” Grimmer explains.
Users of Habit will receive a kit that collects their personal bio-data. They then send the kit via pre-labeled shipping package to Aegis, a CLIA, and CAP certified lab where the DNA is analyzed and levels of nutritional biomarkers are measured.
This process then identifies your ‘Habit diet type’ and the app then tells you which foods and nutrients are best for you.
“We all deserve to know what foods are best for us – and often that means knowing our bodies and ourselves at the cellular level,” explains Grimmer.
“Your personalized nutrition blueprint should always be available to you as a constant guide to the food choices in your life. Obtaining that personalized manual shouldn’t require thousands of dollars and wandering the world searching for the right physicians.”
“My vision is to create a world where we move beyond food pyramids, plates and generic “one-size-fits-all” recommendations to a world of nutrition that has been uniquely personalized for each one of us. It’s a world shaped by personalized nutrition and pioneered by Habit.”
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