Campbell Soup invests in Habit, a personalized nutrition start-up


In California, Campbell Soup Company invested in Habit, a personalized nutrition start-up that will provide people with a nutrition blueprint based on their own unique biology, metabolism and personal goals.  Habit starts with a person’s baseline bio-identity – your DNA, blood, body metrics and lifestyle inputs – to determine what nutrients are ideal for you. An at-home test kit measures over 60 different biomarkers and how these markers change in response to a proprietary metabolic challenge beverage. Then, a centralized kitchen prepares just the right food for you from fresh, seasonal ingredients and delivers it straight to your door.

Campbell is Habit’s sole investor, based on its belief in the growth potential of the personalized nutrition space.  “The entire food industry is being transformed by the fusion of food, well-being and technology,” said Denise Morrison, Campbell’s President and Chief Executive Officer. “Habit is well positioned in this wired for well-being space and poised to lead the personalized nutrition category.”