Campbell’s ‘Habit’ Fuses Food & Technology

Philadelphia Business Journal: “Campbell’s Soup Co. has become the sole investor of a San Francisco-based company that combines nutrition, technology and food delivery into one bundle. The Camden-based food company is investing $32 million in Habit, a personalized nutrition company that will launch in 2017. The company develops nutrition recommendations based on a person’s biology, metabolism and personal goals, and it creates a so-called personal blueprint.”

“Habit then delivers customized meals to the person’s doorstep, and offers one-on-one wellness and nutrition coaching as well … Habit users are given an at-home test kit that measures more than 60 different biomarkers, including nutrition-related blood markers and genetic variations in DNA. Users also provide body metrics like body weight and height, as well as health goals. Habit then synthesizes the data to determine food and nutrients best suited for each individual.”

Campbell’s CEO Denise Morrison comments: “The entire food industry is being transformed by the fusion of food, well-being and technology … 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.”

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