Personalized nutrition: Who's driving M&A activity in the category? –


One of the most notable deals of 2019 has been Nestlé Health Science acquiring Persona (which started life as Vitamin Packs in 2017). Persona offers personalized vitamin subscriptions based on lifestyle choice.

“Persona’s expertise in personalized nutrition brings a new dimension to the growing Nestlé Health Science portfolio,”​ said Greg Behar, CEO of Nestlé Health Science, at the time of the acquisition.

“There’s increasing interest in personalization among consumers and with this acquisition, we will bring together the technology of Persona and the trusted Atrium Professional Brands’ vitamins and supplements.”

Persona will join Nestlé Health Science’s Atrium Professional Brands business, which already boasts the PureGenomics personalized platform​.

As an aside, Nestlé Health Science strategic approach to the market is interesting to watch. In addition to the Persona acquisition, the company has also partnered with ChromaDex and Amazentis for their cellular aging ingredients nicotinamide riboside and urolithin A, respectively.

The Habit acquisition

While Nestlé is investing more in the category, another food company – Campbell Soup Company – has sold off its personalized nutrition company. Habit, which was launched to much fanfare in 2016, was sold to microbiome-based personalized food start-up Viome.

The offerings from the two companies will complement each other because Viome makes personalized food recommendations based on a person’s microbiome, while Habit develops nutritional recommendations based on an individual’s biology, metabolism and personal goals.

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