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Brief Published: 23 Dec 2016

Campbell’s DNA-Based Diet

Habit DNA

Global food manufacturer Campbell Soup Company has invested in US-based DNA nutrition specialist Habit, which analyses customers' biomarkers to create bespoke dietary plans and meal ingredient packs.

Officially launching in early 2017, Habit customers will receive at-home DNA testing kits, which will measure 60 nutrition-related genetic characteristics. These, in combination with body metrics – such as height, weight and waist circumference – will be analysed in the company's laboratory using sophisticated biological, anthropometric and genetic testing techniques. The results will provide a full picture about how the body's systems are functioning independently and as a whole.

This information is then passed through the company's algorithm-based Nutrition Intelligence Engine, which is used to identify nutritional needs and determine how best to meet the user's health goals. This output is then used to craft ingredient packs for customers based on their nutrition analysis. For ease of use, information can be viewed via the Habit app.

For ongoing support, the company has partnered with a team of registered dieticians and wellness experts who can be consulted for follow-up sessions.

The service costs $299 for the initial testing kit, diet plan and a coaching session with a nutritionist, with ingredient packs as add-ons.

For more on personalised nutrition, see Intelligent Eating, which forms part of the New Food Frontiers Industry Trend.

Meanwhile, Culinary Consciousness tracks a new era of 'sane' eating fuelled by intuitive tech and enlightened modes of consumption.