Habit provides custom nutrition plans based on an individual’s own biology, which it measures through a DNA cheek swab, fasting blood test, a mixed meal metabolic challenge beverage, body metrics and a behavioral survey. Viome analyzes the gut microbiome at a molecular level, specifically the gut’s bacteria, viruses, yeast, fungus and mold, to provide individualized food recommendations based on one’s own biology.
Campbell invested in Habit in October 2016, and since then has been the company’s sole strategic investor and majority shareholder.
Then-CEO Denise Morrison at the time called the investment “part of our broader efforts to define the future of food, which requires fresh thinking, new models of innovation, smart external development and venture investing to create an ecosystem of innovative partners.”
Now, Viome founder Naveen Jain calls its acquisition of Habit “the perfect articulation of personalized health” in a statement.
“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,” Jain said in a statement.
According to Campbell’s spokesperson Thomas Hushen, the sale of Habit is another step to increase Campbell’s focus on its core North American snacks and simple meals businesses.