Habit sends you meals based on your unique DNA profile

In a world where new meal subscription services are popping up every day, is there really room for one more?

That’s a tough one to answer, but Habit is unlike any of the others and when it launches nationally later this year/early next year, it’s certainly worth your consideration.

What is it?

Habit stands out from traditional meal delivery services by catering a plan to your specific needs. Instead of filling out a questionnaire, or telling a service you’d like to eat more vegetables, Habit creates a unique profile for each user based on the results of a simple test.

According to CEO Neil Grimmer:

I founded Habit after my own health and wellness wake-up call. Two years ago, my doctor looked me in the eyes and told me – a former Ironman triathlete – that I was on the road to some serious health issues. I realized that for the sake of my own health and that of my family, I had to make a change. After undergoing a complex and costly path of DNA and blood tests to understand my body’s fundamental nutrition needs, I realized there had to be a simpler, more accessible way for others to learn what foods and nutrients their bodies crave to be the healthiest they can be.

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The at-home test kit measures over 60 different biomarkers in your DNA to custom tailor a plan to your specific needs, and nutrition goals. All this is accomplished through lab testing (once you send off the test kit) and your providing several body metrics — height, weight, waist size, etc.

Once complete, Habit starts sending you unique meals that match your profile. The cost of these meals is comparable with others in the industry at around $10-$15 each.

Why does it matter?

The at-home meal delivery service is a crowded market much like the subscription boxes for other things (cigars, wine, ties, etc.) of a few years ago. It’s really going to take creativity and a unique sales proposition to stand out if you’re late. Habit offers something truly unique that you can’t find at Blue Apron, Plated, and others.