Nature’s Way acquires Baze to advance expertise in personalized nutrition

03 Feb 2021 --- Supplements company Nature’s Way has acquired personalized nutrition player Baze to combine their expertise and advance the tailored supplements and nutrition segments.

Nature’s Way now has full ownership of Baze, with the acquisition being completed on December 23, 2020. Philipp Schulte, co-founder and CEO of Baze, tells NutritionInsight that the financial details of the transaction will not be disclosed. 

“This expanded partnership with Nature’s Way allows us to take further advantage of its world-class manufacturing capabilities, quality supplements and nutrition science expertise,” Schulte explains.

“The goal is to provide quality personalized nutrition to our customers by combining the complementary experiences and capabilities of the two companies and to take our personalized nutrition vision to the next level. There is a lot of exciting work ahead of us.”

Combined expertise
Baze improves consumer wellness with an evidence-based approach to personalized nutrition. The company has received approval from the US Food and Drug Administration (FDA) for its at-home blood collection process, which allows customers to assess their blood nutrient status.

The Baze starter kit contains an at-home blood test that provides a snapshot of consumers’ micronutrient levels, which is then used to recommend and provide a custom supplement and food plan targeting identified nutrient deficiencies. 

Click to EnlargeThe acquisition seeks to provide quality personalized nutrition by combining the experiences and capabilities of the two companies.This approach has been shown to eliminate 73 percent of customers’ nutrient deficiencies within three months.

“We strongly believe in the transformative impact personalized nutrition can have on our lives and are looking forward to being part of the Nature’s Way team,” says Schulte.

“Personalized nutrition is an immense opportunity for us to expand on our mission of helping people live healthy lives,” says Mike Devereux, CEO of Nature’s Way. 

“Combining the uncompromising quality of our products, with the industry-leading personalization capabilities at Baze, will create an outstanding new approach for anyone looking to further their health and wellness. Our teams are fully committed to continuing our leadership roles in quality and innovation in this growing consumer space.”

The Nature’s Way and Baze teams will work together to build on the experience and intellectual property that Baze has developed for personalized nutrition. 

Personalization strides
By combining the high-quality supplements from Nature’s Way, and the patented, evidence-based feedback loop created by Baze, a better personalized nutrition experience will be developed for consumers, the companies support.

Previously, Baze was awarded a patent for its novel “feedback loop approach,” which assesses, recommends and doses personalized nutrients. 

The company also partnered with ready meal players to broaden its service. Baze customers can receive food and meal recommendations that target specific nutrient deficiencies. 

The personalization space is heating up, evident by major players making moves in it. In September 2020, pharmaceutical heavyweight Bayer acquired the majority stake of online personalized vitamins and supplements business Care/of.

By Kristiana Lalou

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