USA – Campbell Soup Company has agreed to sell its personalised nutrition business, Habit to Seattle based healthcare company, Viome in a transaction whose details were not disclosed.
The two firms combine strengths in personalized food recommendations, becoming one of the leaders in nutrition plans in the market.
Habit buy complements Viome’s portfolio which looks to provide customers with more information about whole-body health and insights on how to translate those insights into powerful recommendations.
Viome said the acquisition will allow it to expand its core offering by tapping into Habit’s “robust insights for consumer behaviour modification”.
With this, both companies aim to provide a richer consumer experience and deepen personalised recommendations with nutrition plans and engagement tools.
“With the advent of big data and computational biology, I believe it’s possible to provide everyone in this country and around the world a personalized blueprint to achieve their health and wellness goals,” said Habit’s Founder and CEO, Neil Grimmer.
“Viome analyses the gut microbiome at a molecular level with advanced technology from the Los Alamos National Lab, which is a great competitive advantage and great foundation for creating the ultimate whole-body nutrition solution.”
Founded in 2015, Habit utilizes proprietary testing methodologies and personal nutrition guidance, providing tens of thousands of consumers with personalized nutrition guidance to support individuals on their health journey.
Campbell Soup, which has been Habit’s sole strategic investor and majority shareholder since the its inception, invested US$32 million in the company in 2016 to enhance its capabilities in nutrition, technology and food delivery.
US-based Viome on the other hand, uses artificial intelligence to understand what is going on inside the body at a molecular level.
It targets the bacteria, viruses, yeast, fungus and mould in the system that work symbiotically with the body to provide the nutrition needed to feel energetic and stay healthy.
“With Habit now part of Viome, we have the perfect articulation of personalized health,” said Viome founder and CEO, Naveen Jain.
“I have always admired Habit’s ability to engage and motivate the consumer.
Combined with Viome’s deep insights from the microbiome, we are able to see the complete story our body is telling us about our overall health.”