Baze
Baze is a direct-to-consumer personalized nutrition company that uses at-home blood tests and AI-driven recommendations to deliver customized supplements and food plans to health-conscious consumers. It was acquired by Nature's Way in April 2026.
- Company typePrivate
- Founded2014
- HeadquartersBerlin, Germany
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Baze does
Baze was a direct-to-consumer personalized nutrition company that operated an at-home blood testing service, the results of which were used to recommend customized supplements and personalized food plans targeting individual nutrient deficiencies. Its core product surface consisted of three tightly coupled offerings: the Baze At-Home Blood Test (a self-administered kit measuring nutrient biomarkers), Baze Customized Supplements (formulations recommended from the blood test), and Baze Personalized Food Plans (dietary recommendations complementary to the supplement regimen). Underpinning the recommendation engine was an AI-driven personalization layer that translated individual biomarker data into specific supplement and dietary guidance, rather than generic multivitamin recommendations.
The business model combined a one-time revenue stream from blood test kit sales with a recurring subscription revenue stream from personalized supplement replenishment. Go-to-market was direct-to-consumer via Baze's own e-commerce storefront, with marketing emphasizing AI-driven personalization and science-led positioning. Primary customer segments were health-conscious consumers and preventive health seekers - individuals seeking data-driven, customized nutrition rather than mass-market supplements. The company was headquartered in Berlin, Germany, operated with 11-50 employees, and was led by CEO Philipp Schulte alongside co-founders Crina Okumus and Isam Haddad (CTO).
In April 2026, Baze was acquired by Nature's Way (founded 1969, Green Bay, Wisconsin), a strategic acquisition intended to expand Nature's Way's portfolio into personalized health products and AI-driven nutrition solutions. The acquisition positioned Baze's biomarker-driven personalization capability within Nature's Way's broader vitamins, herbs, probiotics, and immune supplement portfolio, including Subscribe & Save and bundle mechanics. Baze operates as a wholly owned subsidiary under the Nature's Way Brands, LLC parent.
Baze firmographics
Firmographics- Name
- Baze
- Website
- https://baze.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- Baze is a direct-to-consumer personalized nutrition company that uses at-home blood tests and AI-driven recommendations to deliver customized supplements and food plans to health-conscious consumers. It was acquired by Nature's Way in April 2026.
- Ownership category
- akta.pro rank
Baze industry classification
Industry- Product category
- Personalized Nutrition
- NAICS
- Food (Health) Supplement Retailers (456191)
- akta.pro primary industry
- Clinical Biomarker Testing Services (central labs, trial enrollment/monitoring assays) (HLAAAMAC)
Keywords
Where Baze is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Markets served
Baze business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Blood Test Kits: Direct-to-consumer blood testing kits for nutrient analysis with customized supplement recommendations
- Personalized Supplements: Sale of customized supplements based on individual blood test results and food plan recommendations
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Baze product offering
Product offeringCore offering
Baze provides at-home blood test kits that measure nutrient levels and biomarkers to identify individual deficiencies, then delivers customized supplement formulations and personalized food plans tailored to each customer's biochemistry. The blood test results feed into an AI-driven recommendation system that generates specific supplement blends and dietary guidance designed to address identified nutrient gaps.
Product overview
Baze is a personalized nutrition company offering a unified at-home blood testing and supplement recommendation service. The core offering consists of an at-home blood test kit that measures biomarkers and nutrient levels, which then informs customized supplement formulations and personalized food plans tailored to individual health requirements. Baze was acquired by Nature's Way in April 2025 as part of its expansion into personalized health products.
Differentiator
Problem solved
Functional benefit
Products and services
- Baze At-Home Blood Test An at-home blood testing kit that measures nutrient levels and biomarkers to identify deficiencies and inform personalized nutrition recommendations for individual consumers.
- Baze Customized Supplements Personalized supplement formulations tailored to individual blood test results, delivered on a recurring subscription basis to address identified nutrient deficiencies in individual consumers.
- Baze Personalized Food Plans Customized dietary recommendations designed to complement supplement intake and improve overall nutrient balance, provided to individual consumers based on their blood test data.
Quantifiable outcome
- Helps reduce nutrient deficiencies
Companies that use Baze
Customer profileSegments2 records
Ideal customer profiles2 records
Baze technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature2 records
Baze partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Nature's WaycoreNature's Way acquired Baze in April 2026 as part of its expansion into personalized health products. The acquisition aims to enhance Nature's Way's leadership in quality and innovation in the health and wellness sector. Baze's at-home blood tests and personalized nutrition offerings complement Nature's Way's existing product portfolio.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Baze competitors and assessment
Company assessmentDirect peers
- Viome Life Sciences: Direct peer offering at-home microbiome and blood-based tests that feed AI-generated personalized nutrition and supplement recommendations to consumers. Closely matches Baze's test-plus-supplement subscription model.
- InsideTracker: Direct peer providing personalized nutrition and wellness plans based on biomarker blood testing. Competes head-to-head with Baze in the data-driven supplement recommendation space.
- ZOE: Direct peer running at-home gut and blood tests paired with AI-driven personalized nutrition scores and food plans. Targets the same health-conscious, prevention-oriented consumer as Baze.
- DayTwo: Direct peer that uses at-home microbiome testing to generate personalized nutrition recommendations and food scores. Overlaps with Baze's blood-test-based personalization approach.
- Care/of: Direct peer offering personalized vitamin and supplement packs via a quiz-driven recommendation engine. Competes on the supplement side of Baze's offering, though with less biomarker-driven inputs.
- Everlywell: Direct peer in the at-home consumer health testing market, offering a broad menu of blood and biomarker tests. Overlaps with Baze on the at-home testing layer though Baze pairs testing with a custom supplement fulfillment stack.
- Persona Nutrition: Direct peer offering personalized vitamin packs based on an intake assessment and optional blood testing. Competes directly with Baze's customized supplement subscription.
Broad incumbents
- Thorne: Established premium supplement brand that has expanded into at-home health testing and personalized wellness. A broader incumbent competing with Baze across both supplements and testing.
- 23andMe: Consumer genetic and health testing platform that provides personalized health and wellness reports. A broader incumbent in personalized consumer health insights rather than blood-nutrient testing specifically.
Emerging players
- Habit (Campbell Soup): Personalized nutrition company using at-home blood tests to generate tailored food and supplement recommendations. Closely mirrors Baze's test-plus-personalized-stack model.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks4 records
Key highlights7 records
Customer concentration
Baze social profiles
Digital presenceBaze financial estimates
Financial estimateRevenue estimate
Valuation estimate
Baze leadership team
Management profileNumber of profiles
Profiles3 records
Baze funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Baze M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Baze
What does Baze do?
Baze provides at-home blood test kits that measure nutrient levels and biomarkers to identify individual deficiencies, then delivers customized supplement formulations and personalized food plans tailored to each customer's biochemistry. The blood test results feed into an AI-driven recommendation system that generates specific supplement blends and dietary guidance designed to address identified nutrient gaps.
Is Baze a public or private company?
Baze is a private company. It is classified as corporate owned and is currently acquired.
When was Baze founded?
Baze was founded in 2014. It employs 1 to 10 people.
Where is Baze based?
Baze is headquartered in Berlin, Germany, in the Europe region.
How does Baze make money?
Two revenue lines are on record. Blood Test Kits are the primary driver. The others are personalized Supplements.
Who are Baze's main competitors?
Direct peers on record are Viome Life Sciences, InsideTracker, ZOE, DayTwo, Care/of, Everlywell and Persona Nutrition. Broad incumbents are Thorne and 23andMe. Habit (Campbell Soup) is listed as an emerging player.
Does Baze have an API?
No public API is recorded for Baze.
What industry is Baze in?
Baze's product category is Personalized Nutrition. Its primary akta.pro industry code is HLAAAMAC, Clinical Biomarker Testing Services (central labs, trial enrollment/monitoring assays). Its NAICS code is 456191.