Personalized Nutrition Space M&A Activity

Nestle Health Science acquired Persona in 2019 which offers personalized vitamins subscriptions based on lifestyle choices, bringing a new dimension to their growing portfolio; Persona will join Atrium which already boasts a personalized platform. 

“There’s increasing interest in personalization among consumers and with acquisition, we will bring together the technology of Persona and the trusted Atrium Professional Brands vitamins and supplements,” says Greg Behar CEO of Nestle Health Science. 

Nestle Health Science is making an interesting strategic approach to the market, in addition to this acquisition they have also partnered with Amazentis and ChromaDex to pursue opportunities with their cellular anti-aging ingredients urolithin A and nicotinamide, respectively. 

Campbell Soup Company has sold off their personalized nutrition company Habit which was set to launch to the startup Viome; offerings from these companies appear to complement each other as Habit was set to develop nutritional recommendations based on individual metabolism, personal goals and biology while Viome makes personalized recommendation based on individual microbiome. 

DSM has also been investing in the personalized nutrition category, already having a history in the personalized nutrition space after investing in Sciona in 2004; recently they have been investing and partnering with a variety of companies offering personalized nutrition options such as Panaceutics, MixFit, and Wellmetrix. 

Wellmetrix is a personal testing developer that has recently announced partnership with DSM around its diagnostic platform for personalized nutrition which could combine with the patented Wellmetrix Wellness Panel that analyzes real time health data to track improvements to health following taking DSM’S ingredients. 

Misfit’s tech is based on Mina, and Intelligent Nutrition Assistant that analyzes individual makeup, diet, lifestyle, and health goals to create and dispense individualized beverages that contain a mixture of DSM’s blends of vitamins and minerals throughout the day.

DSM is also partnering with Panaceutics to explore opportunities with their gel pack supplements; DSM will be the exclusive supplier of the macronutrients used in their products and Panaceutics will also enjoy the global partner's capabilities in ingredient selection, application, science, and B2B marketing to different brands and channels. 

Baze, based in Berlin is also attracting investment attention after completing a $6 million Series A round, which was led by Nature’s Way.  Baze was a finalist for Personalized Nutrition Initiative at the 2019 NutraIngredients USA Awards, and it offers at home blood testing kits to measure micronutrient levels to provide data to recommend a set of monthly supplements. 

BASF which developed the InsideTracker platform announced a collaboration with Segterra which offers personalized nutritional support based on blood tests of multiple select biomarkers; this collaboration can cultivate an ecosystem to deliver personalized nutrition to those seeking to achieve health goals with data driven recommendations.