Hologram Sciences: DSM launches US$100M company to bring personalized nutrition to consumers

06 Apr 2021

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06 Apr 2021 --- Building on its personalized nutrition focus, DSM has invested US$100 million in Hologram Sciences, its new consumer-facing company that will create brands targeting various health conditions, starting with immunity.

NutritionInsight speaks with Hologram’s CEO Ian Brady and CMO Jess Graham about how the company will combine health diagnostics, digital coaching and personalized nutrition to provide consumers with more holistic solutions to manage their health.

“Hologram will benefit from close collaboration with DSM – especially in the innovation arena. DSM has a number of R&D collaborations in the field of diagnostics and product delivery that are focusing on supporting Hologram,” emphasizes Brady.

Graham adds that Hologram will be a channel of sorts, through which DSM, its partners and customers can rapidly test novel innovations in-market with consumers. “Enabling innovation cycles will be measured in weeks and months and weeks, not years,” she details.

What’s in a name?
Brady explains that a hologram is a 3D manifestation of 2D data and inputs. “The same applies to Hologram Sciences – using lifestyle, health and wellness data for a person to construct a tangible, customized product and experience.”

Hologram’s proprietary digital platform will provide consumers with nutritional supplements and diagnostics via a personalized experience. This includes access to registered dietitians, allowing consumers to better understand how their lifestyle, nutrition and other factors impact overall health.

The process involves the three stages of diagnostics, digital and delivery formats. A combination of AI and human touch will develop personalized insights into each consumer. Hologram will then offer daily feedback and tools to promote behavioral change. Finally, the custom-formulated products span beyond a pill, including delivery formats like powders and gummies.

De Vreeze says Hologram will be taking personalized nutrition to a “new level” for consumers and DSM’s customers.

Targeting immunity
While Hologram will also eventually target gut and brain health, its first solution is a rapid immunity concept addressing “the current acute concern over the ongoing COVID-19 pandemic,” according to Brady.

Graham explains that Hologram’s decisions about what to pursue are focused, foundationally, on its belief that it can address a real consumer need and that those needs are best addressed through a holistic approach.

“In Tune with Immune” is one of Innova Market Insights’ Top Trends for 2021, with the market researcher reporting that one in three consumers had more concerns about immune health in 2020 than 2019.

In November, Philip Eykerman, president of Human Nutrition & Health, and James Bauly, head of personalized nutrition, told NutritionInsight that DSM was trialing an immunity platform that consumers can access through an app.

At the time, they shared that the app will eventually allow anyone to track their nutrition status, as well as other immunity-related elements like stress, sleep and exercise.

DSM recently launched a fast-acting vitamin D supplement in Australia in response to immunity demands. The company is also spotlighting how vitamins and HMOs can impact immune health.

Covering the entire chain
Hologram is set to provide consumer-facing personalized nutrition solutions that have been clinically proven to address a variety of consumer health needs. As solutions are validated in-market, they will be available to DSM customers.

Hologram will also work to incubate products with DSM customers and partners, based on the latest consumer insights and leveraging their agile approach.One of Hologram’s core values is a focus on wellness and nutrition.

This fits in with DSM’s novel strategy, announced in October. The company is restructuring its portfolio around the pillars of customized solutions, high-quality products and expert services.

This allows the company to combine a range of capabilities and resources to cover the entire personalized nutrition value chain all the way to the consumer.

Brady emphasizes that Hologram will not be in competition with DSM’s other personalized nutrition businesses. Rather, the businesses will collaborate as they have complementary capabilities.

Personalized nutrition goes mainstream
Graham notes that personalization is a long-term trend in every vertical, with Brady agreeing that consumers have been looking for more personalization in nutrition, health and wellness for some time.

“Our work with consumers has shown that this stems from uncertainty and mistrust over the often confusing mix of products and communication that people typically encounter when trying to select the right nutritional product for a certain situation,” he details.

Therefore, personalized nutrition is an opportunity to break down those barriers and provide a better experience, and, ultimately more effective outcomes for improving health.

Silicon Valley talent
Hologram spotlights that it has attracted “top Silicon Valley talent,” formerly of Uber, Fitbit and Facebook.

Brady, who co-founded US financial services firm SoFi, became involved in health tech after his wife was diagnosed with gestational diabetes for the third time. He was unable to find a personalized nutrition service for his wife and others, prompting him to create one.

“I am excited to be advancing the availability of personalized nutrition so no one else needs to go through the struggles my family experienced,” Brady says.

Hologram’s dynamic team includes experts in tech, brand marketing, as well as nutritionists, dietitians and scientists.

“We’re looking to bring mission-driven change to the wellness marketplace by recruiting a passionate team,” says Graham, who previously served as global head of consumer product marketing for Instagram.

Graham and Brady will be joined by a global executive team that includes: