Nestlé Health Science (NHSc) is expanding into personalised nutrition with the acquisition of US-based Persona, a personalised vitamin business founded in 2017. Persona will operate under Swiss NHSc’s US-based Atrium Professional Brands.
“Persona’s expertise in personalised nutrition brings a new dimension to the growing Nestlé Health Science portfolio,” said Greg Behar, CEO of Nestlé Health Science. “There’s increasing interest in personalisation among consumers and with this acquisition, we will bring together the technology of Persona and the trusted Atrium Professional Brands’ vitamins and supplements.”
Persona’s science-based proprietary technology takes into account specific factors in a consumer’s lifestyle, history and individual needs to develop a customised nutritional assessment. Persona’s algorithm is based on thousands of research studies and the expertise of the company’s Medical Advisory Board. The individualised assessments meet consumers’ desires to find the right nutritional supplements for their unique needs, and eventually will further support the healthcare professionals in Atrium Professional Brands’ longstanding network with their recommendations to their patients and consumers.
Bliffert, President of Atrium Professional Brands, said: “This strategic acquisition will also enhance the Persona experience by leveraging Atrium’s nearly 30-year industry expertise, bringing valuable finished product and brand development knowledge to the partnership.”
The personalised nutrition and wellness retail market, which includes dietary supplements, nutraceuticals and functional foods, is rapidly expanding with estimates that it will reach US$50 billion by 2025.
“We are excited to join the Nestlé Health Science family as we share a common mission to revolutionise daily nutrition and give more people a personalised approach to their wellness,” said Jason Brown, co-founder and CEO of Persona. “Nestlé Health Science’s deep knowledge and research into science-based nutritional health solutions and Atrium’s expertise in leading free-from supplement brands are a natural fit for accelerating growth. We will bring consumers and healthcare practitioners the finest personalised nutrition programme available while continuing to expand delivery of high-quality personalised daily vitamin and dietary supplement packs direct to consumers’ doorsteps through our online subscription service.”
The personalised vitamin launched in 2017 as Vitamin Packs, rebranding in August last year.
The personalised vitamin and supplement services are already available to consumers in the US and NHSc plans to expand into further geographic areas in the future.
