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February 7, 2019

Campbell sells Habit to personalised nutrition peer Viome

Campbell Soup Co., the US food giant, has sold US personalised nutrition service Habit to another business in the field.

By Dean Best

Campbell Soup Co. has offloaded US personalised nutrition service Habit to Viome, another business in the field.

The soup-to-snacks manufacturer emerged as the sole investor in San Francisco start-up Habit in 2016, which formally launched onto the market the following year.

At the time, Campbell said Habit, founded by former Plum Organics and Campbell executive Neil Grimmer, was a business that matched its “belief in the growth potential of the personalised nutrition space”.

Announcing the sale to Viome yesterday (6 February), Grimmer reaffirmed his belief in the prospects of personalised nutrition: “With the advent of big data and computational biology, I believe it’s possible to provide everyone in this country and around the world a personalised blueprint to achieve their health and wellness goals. Viome analyses the gut microbiome at a molecular level with advanced technology … which is a great competitive advantage and great foundation for creating the ultimate whole-body nutrition solution.”

Viome describes itself as “a new kind of healthcare company” and says it “uses artificial intelligence to understand what is going on inside the body at a molecular level”. 

The company’s analysis of the microbiome looks at the bacteria, viruses, yeast, fungus and mould in the system that work symbiotically with the body to provide the nutrition needed to feel energetic and stay healthy.

Viome then says it uses the analysis to provide consumers with “personalised diets, nutrition and lifestyle recommendations”.

Reflecting on the purchase of Habit, Viome founder and CEO Naveen Jain said: “With Habit now part of Viome, we have the perfect articulation of personalised health. I have always admired Habit’s ability to engage and motivate the consumer. Combined with Viome’s deep insights from the microbiome, we are able to see the complete story our body is telling us about our overall health.”

Financial details on the deal were not disclosed.

Campbell, which has faced pressure on sales and profitability in larger parts of its business for a number of quarters, conducted a strategic review last summer after the departure of president and CEO Denise Morrison.

The results of the review, announced in August, saw Campbell announce plans to sell its domestic fresh-foods business and its international operations.

No deals on these assets have been finalised, although there have been reports of interest in both.

Free download from just-food’s FUTURES service: Eat what you are: the future of personalised nutrition

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