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Campbell Soup invests in personalized nutrition startup Habit

FBR Staff Writer Published 27 October 2016

Campbell Soup has announced that it is the sole investor in a San Francisco-based personalized nutrition startup Habit.

Unlike generic, one-size-fits-all eating fads, Habit offers nutrition recommendations based on an individual’s unique biology, metabolism and personal goals.

Campbell’s president and chief executive officer Denise Morrison 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 personalized 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.”

The startup, which is set to launch in early 2017, uses data from an at-home test kit, which measures over 60 different biomarkers, to offer personalized food recommendations.

Its proprietary and patent pending approach, including the Nutrition Intelligence Engine, synthesizes the data to determine the foods and nutrients needed for an individual.

The Institute for Systems Biology co-founder and Habit science advisor Leroy Hood said: “We’re at the beginning of a new era in nutrition - personalized nutrition, based on science, enabled by big data and computational mathematics that will change the way we eat forever.”

 In February, Campbell was said to be launching a $125m venture capital fund, Acre Venture Partners, to invest in food startup companies.

Campbell will be the sole limited partner in the new venture capital fund, Adage.com reported.

The soup maker has made acquisitions of several food businesses in order to diversify and expand its product range.

Image: Campbell Soup is the sole investor Habit. Photo courtesy of Campbell Soup.