Habit is a San Francisco-based start-up that is empowering consumers with personalized nutrition guidelines based on nutrition tests that measure one's DNA and blood to see how the body processes carbs, fat and protein.
Habit offers Core as an at-home nutrition test kit to help customers learn about their unique makeup, as well as how they handle macronutrients and the best diet based on their individualized test results. Habit Ally builds off of the offerings in Core with a four-week guided program for clean eating, tracking tools, recipes and meal-planning tips. Those who have results from AncestryDNA or 23andMe have the potential to receive either kit at a significant discount.
The Campbell Soup Co. invested in Habit and has its sights set on disrupting the entire food industry.
What's Driving This Trend
- Personalized Nutrition Testing
- Startups utilizing DNA and blood testing to offer personalized nutrition guidelines based on individualized test results.
- Clean Eating Guided Program
- Guided clean eating programs utilizing tracking tools, recipes and meal-planning tips to help consumers meet their nutrition goals.
- Discounted Nutrition Test Kits
- Offering discounted nutrition test kits to individuals who have already taken DNA tests through companies like AncestryDNA or 23andMe.
Who This Affects Most
- Health & Wellness
- Offering personalized nutrition guidelines and clean eating programs can revolutionize the health and wellness industry.
- Food & Beverage
- The food and beverage industry can be disrupted by personalized nutrition testing and clean eating programs that cater to consumers' individual needs and goals.
- Genetic Testing
- Genetic testing companies like AncestryDNA or 23andMe can offer discounted nutrition test kits to their existing customers, creating a new revenue stream while providing added value to their users.
