Spotlight – Is ultra-personalisation a necessary step to stand out and exist tomorrow?

Spotted this week: THE APOGE OF CUSTOM FOOD 

What we remembered for you :

Startups and companies specialising in home meal delivery, such as Fooodora, Uber Eats and Deliveroo, are on a roll.

In this ultra-competitive and growing market, every company is trying to distinguish itself. HABIT may well have found the right way: the startup proposes to analyse the biological, anthropometric and genetic data of its customers to deliver tailor-made meals.

The concept is based on the simple fact that each body is unique and has different needs. These needs can be identified in our biology, our DNA or our blood. Once identified, all we have to do is respond to them appropriately …

How does it work?

You receive an analysis kit at home and take a few biological samples (blood, DNA) to be sent to the Habit laboratory for analysis of more than 60 bio-markers specific to your internal functioning.

Scientists, dieticians, nutritionists, coaches and chefs are in charge of evaluating your deficiencies and natural needs and establishing an ultra-personalised nutritional action plan based on your results.

Once ready, the mapping of your needs is transformed into a farandole of fresh and healthy dishes specially cooked for you and delivered to your home, all at your fingertips since an application allows you to follow the evolution of your nutritional action plan in real time.

Habit is a bit of a snub to all those hyper-protein, gluten-free, salt-free or sugar-free diets and all those key words we type in online to be better discouraged by a nutritional plan that is as draconian as it is unachievable. This little revolution has a cost, however. It costs $299 for the first step only (kit, nutritional recommendations and a coaching session by a nutritionist) and between $12 and $15 for each dish delivered.

The interest in the use of big data in the agri-food industry is no longer in question, it now remains to ensure the ETHICS of the use of the information. 

Source :https://habit.com/http://www.bizjournals.com/philadelphia/news/2016/10/25/campbells-invests-in-personalized-nutrition-habit.html