What Habitual does

Habitual Healthcare Limited is a London-based digital therapeutics company that delivers type 2 diabetes reversal and weight management programmes through a direct-to-consumer subscription platform and approved NHS provider pathways. The company offers two core programmes: a Medication Plan integrating prescription GLP-1 drugs Wegovy (semaglutide) and Mounjaro (tirzepatide) priced from £160/month, and a Soups & Shakes Plan based on nutritionally-complete total diet replacement (TDR) meals at 800kcal/day priced from £140/month over a four-month structured programme. Habitual also operates a direct e-commerce storefront selling individual meal packs, electrolytes, and supplements, and serves NHS patients via the Momenta, OVIVA, XYLA pathways across 30 UK areas.

The platform is built around a custom iOS and Android mobile application that delivers expert-written behavioural change lessons, daily habit and mood tracking, progress dashboards, rewards systems, recipes, and direct access to the patient care team. Prescription medications are clinically assessed, prescribed, and dispensed exclusively through a partnership with The Independent Pharmacy (a GPhC-registered pharmacy operated by ABSM Healthcare Ltd), embedding a regulated prescribing workflow into the consumer app. Meal products are TDR formulations (shakes, soups, porridges) supplying 200kcal per sachet with 29 essential vitamins and minerals, and the programme content is explicitly grounded in the DiRECT and DROPLET clinical trials, with development input from Cambridge, Stanford, and Oxford researchers.

Habitual's business model is subscription-recurring across both core programmes, supplemented by one-time and subscribe-and-save product sales on its shop storefront. GTM is digital-first product-led growth: a free online health assessment funnels prospects into either the Medication or Soups & Shakes Plan, with monthly billing and the flexibility to pause or cancel. The NHS contract channel provides volume and credibility (over 5 million meals delivered cumulatively), while the DTC channel drives higher-margin subscription revenue and unit-level product sales. Operations are UK-only, with medications explicitly licensed for UK distribution only, and the company reports a headcount of 1-10 employees.

Name

Habitual

Legal name

Habitual Healthcare Limited

Website

https://tryhabitual.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

UK-based digital therapeutics company offering GLP-1 medication plans and total diet replacement meal programmes for type 2 diabetes reversal. Serves NHS patients through approved regional pathways and direct-to-consumer customers via subscription platform and mobile app.

Ownership category

akta.pro rank

Product category

Digital Health - Diabetes and Weight Management

NAICS

Diet and Weight Reducing Centers (812191), Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Retail-Eating Places (5812)

akta.pro primary industry

Weight Management & Behavior Change Education (EDAAAHAF)

akta.pro secondary industries

General Nutrition Coaching (HSADAFAA), Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD)

Keywords

• Digital therapeutics
• Diabetes reversal
• Weight management
• Meal replacement
• Telehealth prescriptions

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Subscription Plans (Medication): Monthly rolling subscriptions for prescription medication plans starting from £160-189/month. Includes prescription, medication delivery, app access, behaviour change content, and group support. Billed every 4 weeks with automatic renewal.
2. Subscription Plans (Soups & Shakes): Monthly rolling subscriptions for meal replacement programmes starting from £140/month. Includes 4-weekly food box delivery, app access with daily lessons, gym membership, and ongoing support. Can switch between 2/day and 4/day plans.
3. Direct Product Sales: One-time and subscription purchases of individual meal replacement products (shakes, soups, porridges at £17.50/pack of 7), electrolytes (£18-32), supplements (£30-35.99), and bundles. Includes subscribe-and-save option with 10% discount.
4. NHS Contracts: Revenue from delivering meals to NHS patients through approved NHS pathways including Momenta, OVIVA, and XYLA programmes. NHS spends £10 billion annually treating type 2 diabetes making this a significant market opportunity.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Habitual is a UK digital therapeutics company that sells subscription-based programmes for type 2 diabetes reversal and weight management. Its two core offerings are a Medication Plan (prescription GLP-1 drugs Wegovy/Mounjaro paired with behaviour-change app support) and a Soups & Shakes Plan (a 4-month total diet replacement programme of nutritionally-complete meal products paired with the same app). The company also sells individual meal replacement shakes, soups, porridges, electrolytes and supplements through its online shop, and delivers meal programmes to NHS patients via approved pathways.

Product overview

Habitual is a digital health platform offering two core programs: a Medication Plan (prescription GLP-1 medications including Wegovy and Mounjaro with behavioral support app) and a Soups & Shakes Plan (total diet replacement meal program using nutritionally-complete shakes, soups, and porridges combined with the Habitual app). The platform also provides individual meal replacement products (shakes, soups, porridges), electrolytes, and supplements (Fibre Complex, Deep Sleep Complex, Daily Digestive Complex, Brain Boost Complex) available through the online shop. The company serves both NHS patients through partnership programs and private customers, with the Habitual app serving as the central hub for behavior change, tracking, and support across all programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Medication Plan Monthly subscription plan from £160/month that combines prescription GLP-1 medication (delivered via partner pharmacy) with the Habitual app for daily behaviour change lessons, habit tracking, peer support and care team access; targets UK adults seeking medication-assisted weight loss and diabetes reversal. Programme length 6+ months with reported average 21% body weight loss.
• Soups & Shakes Plan Monthly subscription plan from £140/month delivering a 4-month total diet replacement programme with nutritionally-complete meal products (800kcal/day), Habitual app access with daily behaviour change lessons, gym membership and care team support; targets UK adults seeking type 2 diabetes remission or significant weight loss. Reported average 15% body weight loss.
• Habitual Meal Replacement Shakes Individual meal replacement shake sachets (200kcal each, with complete nutrition) sold directly through the Habitual shop at approximately £17.50 per pack of 7, with a subscribe-and-save option offering 10% off; available to consumers continuing or maintaining their weight management plan.
• Habitual Meal Replacement Soups Individual meal replacement soup sachets (200kcal each, nutritionally complete) sold directly through the Habitual shop, available alongside shakes and porridges as standalone TDR meal options for consumers not on a full subscription plan.
• Habitual Meal Replacement Porridges Individual meal replacement porridge sachets (200kcal each, nutritionally complete) sold directly through the Habitual shop as part of the company's standalone TDR meal product range.
• Habitual Electrolytes Hydration supplement sticks (£18 for variety pack of 12, £32 for individual flavour 24-pack) sold direct-to-consumer via the Habitual shop, designed to support hydration during low-calorie diet plans.
• Habitual Supplements Range Range of standalone dietary supplements (Fibre Complex, Brain Boost Complex, Deep Sleep Complex, Daily Digestive Complex) priced £30-£35.99, sold direct-to-consumer via the Habitual shop for holistic health support alongside weight management.
• Taster Box (10 Meals) Discovery pack of 10 meal replacement products across all 10 flavours, included free with new programme signups and available for individual purchase, designed to introduce prospective customers to the full TDR meal range.
• 7 Day Reset Bundle Combined bundle of meal replacements and supplements priced at £70 (down from £80) to support a 7-day structured reset, sold direct-to-consumer as an entry-point product.
• NHS Low Calorie Diet Programme Delivery Contracted service through which Habitual delivers over 5 million TDR meals to NHS patients referred via Momenta, OVIVA and XYLA pathways for the NHS Low Calorie Diet / Type 2 Diabetes Path to Remission Programme; serves approximately 25,000 NHS patients across 30 UK areas.

Quantifiable outcome

• 46-60% of participants achieve type 2 diabetes remission
• +8 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• The Independent PharmacycoreImplementation/ SI/ Consulting PartnerLicensed pharmacy partner (GPhC: 9012559) operated by ABSM Healthcare Ltd that handles all prescription medication prescribing and dispensing for Habitual's medication plans. Prescribers are GPhC registered medical practitioners with pharmacist independent prescriber qualifications.
• PureGymminorGTM or Marketing PartnerFree gym membership included with Habitual subscription plans. Exclusive to active monthly subscribers who can choose either PureGym or Hussle.
• HussleminorGTM or Marketing PartnerAlternative gym membership partner offering access to thousands of gyms with any Habitual membership. Subscribers can choose either PureGym or Hussle.
• NHS EnglandcoreStrategic or Co-development PartnerHabitual is an approved NHS provider delivering the NHS Low Calorie Diet Programme (NHS Soup and Shakes Diet / NHS Type 2 Diabetes Path to Remission Programme). Has delivered over 5 million meals to NHS patients across 30 areas in the UK.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Juniper: UK-based digital health platform offering subscription weight-loss programmes, including GLP-1 prescribing combined with behaviour change support, targeting the same UK DTC customer with a very similar product structure.
• Voy (formerly The Lowdown / Manual-co weight loss): UK digital health startup focused on weight-loss treatment combining clinician-prescribed medication with habit and nutrition coaching — directly comparable to Habitual's Medication Plan.
• Manual: UK men's health DTC platform offering prescription weight-loss treatments and broader telehealth services, competing for the same UK GLP-1 customer with a subscription-led model.
• Numan: UK-based digital health subscription platform covering weight loss, men's health, and hair loss with clinician-led prescribing, including GLP-1 programmes — overlapping customer base and GTM motion.
• Second Nature: UK digital behaviour-change weight-management programme that has NHS contracts, mirroring Habitual's NHS Low Calorie Diet delivery model and habit-tracking app approach.
• Oviva: European digital health provider of dietitian-led behaviour change programmes for type 2 diabetes and obesity, including NHS partnerships — directly comparable in NHS delivery and clinical positioning.
• Cambridge Weight Plan: UK-established total diet replacement (TDR) meal replacement programme — same core 800kcal TDR approach for weight loss, with comparable meal replacement products and consumer brand.
• Exante: UK-based meal replacement and TDR diet plan provider selling shakes, soups, and porridges through DTC e-commerce — overlapping product catalogue and consumer demographic.

Emerging players

• Zava: UK online clinic offering weight-loss consultations and prescriptions with subscription options — overlapping GLP-1 channel but with a broader general telehealth portfolio.

Broad incumbents

• Noom: Global digital weight-loss incumbent using behaviour change and coaching (and now GLP-1 offerings) — established brand competing in the same behaviour-change-for-weight-loss category, though at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tryhabitual
• LinkedInlinkedin.com/company/tryhabitual
• Instagraminstagram.com/tryhabitual
• TikToktiktok.com/@try.habitual

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Habitual