Campbell Soup invests in nutrition-focused startup Habit

Campbell Soup Co. has confirmed that it has made a significant investment in a nutrition-focused startup that will make personalized food recommendations customized to a person’s unique requirements.

The food maker announced on Wednesday that it was the lone investor in Habit, which is currently in the launching process. Using data from an at-home test kit, Habit will offer tailored personal nutrition recommendations to help them avoid one-size-fit-all fad diets.

Denise Morrison, the chief executive officer and president of Campbell, said in a statement that the investment in the startup was part of the company’s broader effort to define the future of food, which needs fresh thinking and innovation.

Speaking on the topic, Morrison said, “The entire food industry is being transformed by the fusion of food, well-being, and technology. Campbell’s investment is part of our broader efforts to define the future of food, which requires fresh thinking, new models of innovation, smart external development…”

However, the Habit kit will not be available until early 2017. In the meantime, Habit and Campbell have set up a waitlist for those who are interested in the system.

Habit has been founded by Neil Grimmer, who previously founded Plum Organics that gradually grew to become the second-largest baby food brand in the United States, after Gerber. Campbell acquired Plum Organics in 2013.