Campbell Soup sells personalized nutrition business to health startup Viome

Viome, a Seattle-based health wellness startup, announced Wednesday it has reached an agreement to acquire the personalized nutrition service Habit from Campbell Soup Co.

Under the deal, Viome will expand its offerings using Habit’s insights for customer behavior modification. With this, Viome and Habit will be able to provide customers with more personalized recommendations with nutrition plans and engagement tools.

“With Habit now part of Viome, we have the perfect articulation of personalized health,” Naveen Jain, founder and CEO, Viome, said. “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.”

Viome said it uses RNA sequencing technology and artificial intelligence to provide personalized food recommendations based on an individual’s unique biology.

“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 personalized blueprint to achieve their health and wellness goals,” Neil Grimmer, founder and CEO, Habit, said. “Viome analyzes the gut microbiome at a molecular level with advanced technology from the Los Alamos National Lab, which is a great competitive advantage and great foundation for creating the ultimate whole-body nutrition solution.”

William Hood & Co. LLC was the financial adviser to Campbell and Habit.

Financial terms of the deal were not disclosed.