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This article was published on January 5, 2017

Habit sends you meals based on your unique DNA profile

Habit sends you meals based on your unique DNA profile
Bryan Clark
Story by

Bryan Clark

Former Managing Editor, TNW

Bryan is a freelance journalist. Bryan is a freelance journalist.

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.

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.

When is it coming?

Habit is currently available in the Bay Area (San Francisco), with plans to launch nationwide later this year, or early next year.

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