CAMDEN, N.J. — The Campbell Soup Co. has become the sole investor in Habit, a San Francisco-based personalized nutrition meal delivery startup.
The founder and CEO of Habit is Neil Grimmer, who previously co-founded and led Plum Organics, a baby food brand acquired by Campbell Soup in 2013.
|Neil Grimmer, founder and CEO of Habit|
“I founded Habit after my own health and wellness wake-up call,” Grimmer said. “Two years ago, my doctor looked me in the eyes and told me — a former Ironman triathlete — that I was on the road to some serious health issues. I realized that for the sake of my own health and that of my family, I had to make a change.
“After undergoing a complex and costly path of DNA and blood tests to understand my body’s fundamental nutrition needs, I realized there had to be a simpler, more accessible way for others to learn what foods and nutrients their bodies crave to be the healthiest they can be.”
Launching in early 2017, Habit develops nutrition recommendations and delivers personalized meals based on an individual’s biology, metabolism and personal goals, while offering one-on-one wellness and nutrition coaching. The team includes nutrition scientists, health advisers, researchers, technologists, registered dietitians, chefs, food scientists and business leaders.
Users provide body metrics, such as height, weight and waist circumference, and complete an at-home test kit that measures more than 60 different biomarkers. The company utilizes a proprietary, patent-pending approach to synthesize the data and determine the best foods and nutrients based on the individual’s needs. A team of chefs prepares the custom meals, which are delivered straight to the user’s door.
“The entire food industry is being transformed by the fusion of food, well-being and technology,” said Denise Morrison, president and CEO of Campbell Soup. “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.”