Food product manufacturer Campbell Soup has invested $32m in Habit, a US-based startup that aims to launch a personalised nutrition offering in early 2017, Philadelphia Business Journal has reported.
Habit will use a test kit to assess a user’s individual biology before using a team of food and nutrition scientists, health advisors, researchers and dietitians to tailor a personal nutrition plan.
The company’s chefs will then prepare a specialised set of meals that are delivered to the customer’s door. It will also supply one-on-one wellness and nutrition coaching to its users.
Neil Grimmer, Habit’s founder and chief executive, was the co-founder of Plum Organics, the organic baby food brand acquired by Campbell in 2013 for $249m.
Denise Morrison, president and CEO of Campbell, said: “The entire food industry is being transformed by the fusion of food, well-being and technology. Habit is well positioned in this wired for well-being space and poised to lead the personalised 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.”