The investment was published in the Philadelphia Business Journal. “The entire food industry is being transformed by the fusion of food, well-being and technology,” according to Denise Morrison, Campbell’s president and CEO.
“Habit is well positioned in this wired for well-being space and poised to lead the personalized nutrition category," Morrison said. "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.”
We are all different shapes and sizes
Habit, develops nutrition recommendations based on a person’s biology, metabolism and personal goals, and it creates a so-called personal blueprint. The user will purchase a test kit and collect data about their genetics, their vitals, and their metabolism, which is sent to a lab. They also input data about their health goals. Their ideal diet will then be determined by using the input and machine learning algorithms. The user receives online guidance from a diet coach and specially-prepared meals delivered to their door. The company will also have an app that allows users to track progress and connect socially with other using this app.
"Look around you. We are all different shapes, sizes, ages, genders and we all have different lifestyles. It’s just common sense to reject the idea that we all need the same food, in the same amounts, at the same time," says Habit founder and CEO Neil Grimmer. "Science now backs up this common sense. Our bodies need different things. Our biology, our DNA, the blood running through our veins tells us that. We just need the tools to tune into our bodies and listen to what foods it’s asking for."Neil Grimmer also co-founded Plum Organics, which Campbell’s (NYSE: CPB) acquired for $249 million in June 2013. Plum Organics falls under the Americas Simple Meals and Beverages division at Campbell’s. Habit’s staff includes nutrition scientists, health advisors, registered dieticians, chefs and more.