DNA dishes

09 : 11 : 2016 Convenience Culture : Habit : DNA

San Francisco – Meal delivery service Habit combines DNA profiling with nutritional recommendations.

  • Chefs create specially tailored meals that will be delivered to users’ doors when Habit is officially launched in 2017
  • Habit, which was founded by food entrepreneur Neil Grimmer, is being backed by Campbell Soup
Habit, San Francisco Habit, San Francisco
Habit, San Francisco Habit, San Francisco
Habit, San Francisco Habit, San Francisco

By measuring biomarkers in users’ DNA and blood, as well as compiling their body metrics and health goals, the food start-up’s Nutrition Intelligence Engine uses algorithms to create a bespoke nutrition plan according to an individual’s genetic make-up.

Users receive a home testing kit, which they are guided through with a specially developed app. Once a personalised diet type has been generated, the results are shared via a user-friendly dashboard written in simple, everyday language.

‘We’re at the beginning of a new era in nutrition – personalised nutrition, based on science, enabled by big data and computational mathematics that will change the way we eat for ever,’ Leroy Hood, co-founder of the Institute for Systems Biology and Habit science adviser, told Ingredients Network.

The Big Picture

Consumers are looking to combine healthy eating options with convenient, at-home dining, and are willing to pay for the privilege. For more, see our Convenience Culture market report.

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