Habit Food Personalized

What Habit Food Personalized does

Habit Food Personalized (legally Habit LLC) is a privately held direct-to-consumer personalized nutrition company founded in 2015 and headquartered in Bellevue, Washington. The company sells customized nutritional solutions, evidence-based diet and supplement recommendations, and ongoing coaching to health-conscious individual consumers in the United States, primarily through its e-commerce storefront at habit.com. Its service combines at-home biology test kits, precision supplements, digital meal plans, community support, and goal tracking into a single integrated subscription offering targeting consumers seeking preventive wellness and individualized dietary guidance.

The underlying technology is an AI-driven personalization platform built on Viome Life Sciences' artificial intelligence database and proprietary technology infrastructure. Habit collects self-reported consumer data including health history, lifestyle, dietary habits, allergies, mental health conditions, family history, medications, and sleep patterns, combines it with biological test results, and processes the integrated dataset through Viome's AI to generate individualized nutrition recommendations. Physician oversight for test requisitions and result review is provided through a partnership with EHS, adding a clinical layer to the consumer-facing service.

Habit operates as an affiliate of Viome Life Sciences, Inc., which functions as its strategic operating parent providing shared technology, data processing infrastructure, and governance frameworks. Revenue is generated through subscription-based recurring payments for personalized nutrition products, supplements, and coaching services, though specific pricing, subscriber counts, and revenue figures are not publicly disclosed. The company raised $32M from Campbell Soup Company in October 2016 and has not announced subsequent funding rounds in the available source material. Marketing is driven primarily through owned content channels, including an active blog on habit.com and an email newsletter, with consumer orders fulfilled via third-party shipping carriers and payment processors.

Name

Habit Food Personalized

Legal name

Habit LLC

Website

https://habit.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Habit Food Personalized is a direct-to-consumer personalized nutrition company that delivers AI-driven custom diet and supplement recommendations, coaching, and precision supplements to health-conscious U.S. consumers through its habit.com subscription service, powered by parent Viome Life Sciences' AI platform.

Ownership category

akta.pro rank

Product category

Personalized Nutrition

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Lifestyle & Habit Change Coaching (HSADAGAB)

akta.pro secondary industries

Chronic Condition Lifestyle Coaching (Non-Clinical) (HSADAGAH), Weight Management & Behavior Change Education (EDAAAHAF), Wellness Program Design & Accountability Coaching (HSADAGAC)

Keywords

• Personalized nutrition
• Biology-based supplements
• AI nutrition coaching
• Direct-to-consumer wellness
• At-home health testing

Headquarters

HQ city

Oakland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Personalized Nutrition Subscriptions and Products: Habit generates revenue through the sale of personalized custom nutritional solutions, coaching services, and evidence-based diet and supplement recommendations delivered directly to consumers. The business model is primarily direct-to-consumer, combining digital tools with physical products (test kits, precision supplements) and ongoing coaching services. The subscription model provides recurring revenue through continuous engagement, digital meal plans, community support, and goal tracking over time.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Habit provides a personalized nutrition and wellness subscription service that delivers customized nutritional solutions, evidence-based diet and supplement recommendations, precision supplements, and ongoing coaching based on an individual consumer's biology, metabolism, lifestyle, and personal goals. The offering combines at-home biology-based test kits, AI-driven health analytics powered by Viome Life Sciences' proprietary AI database, digital meal plans and recipes, community support, and licensed-physician-overseen test ordering.

Product overview

Habit provides a single, unified personalized nutrition and wellness subscription service that delivers custom nutritional solutions, coaching, and evidence-based diet and supplement recommendations based on an individual's biology, metabolism, and personal goals. The service operates through a website and associated digital tools. No discrete product modules, add-ons, sub-brands, or separate named product offerings are identified in the source material.

Differentiator

Problem solved

Functional benefit

Products and services

• Habit Personalized Nutrition & Wellness Service

Quantifiable outcome

• Habit and its affiliates take a comprehensive approach to wellness and weight loss that includes biology-based test results, food and lifestyle, recommendations, precision supplements, digital tools, community support, digital meal plans, recipes, and goal tracking.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Viome Life Sciences, Inc.coreStrategic or Co-development PartnerHabit LLC is an affiliate of Viome Life Sciences, Inc. Habit provides personalized nutrition solutions powered by Viome's artificial intelligence database and proprietary technology. Viome Terms of Service governs all use of products or services directly supplied by Viome Life Sciences, and Viome products and services may also be accessed through the Habit website. The relationship involves shared technology infrastructure, data processing, and a coordinated service model where both companies' terms and privacy policies apply.
• EHS (Physician Oversight and Support Service Partner)minorImplementation/ SI/ Consulting PartnerEHS serves as Habit and Viome's physician oversight and support service partner, providing licensed physician approval for test requisitions and review/approval for release of test results. EHS also conducts pre-test and post-test consultations with licensed healthcare professionals for consumers. This partnership enables clinical oversight required for the company's health testing and recommendation services.
• Shipping Carriers (Local and International)minorOthersHabit partners with shipping carriers for local and international delivery of orders to consumers, including fulfillment of test kits, supplements, and physical products. This is a standard logistics partnership for order fulfillment.
• Payment ProcessorsminorOthersHabit uses third-party payment processors to handle transaction processing for consumer orders, enabling secure payment collection for the company's products and services.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• 23andMe: Consumer DNA testing company that has expanded into personalized health, wellness, and (historically) nutrition insights based on genetic data. Comparable in the biology-driven personalization layer and consumer-facing health subscription upsell.
• Nourish: Telehealth-based registered dietitian coaching platform offering personalized nutrition counseling covered by insurance. Comparable personalized coaching and nutrition recommendation motion, though delivered through human RDs rather than AI test kits.

Direct peers

• Care/of: DTC personalized vitamin and supplement subscription service using a short questionnaire to recommend custom daily packs. Closely comparable subscription model, target customer (health-conscious consumer), and personalization-driven DTC motion.
• InsideTracker: Biomarker- and DNA-based personalized nutrition and performance platform that translates blood/dna data into supplement and diet recommendations. Direct comparator on the biology-driven personalization angle and DTC delivery model.
• Thorne: Premium supplement brand offering personalized health and wellness products, including a personalized supplement program. Comparable personalized nutrition/supplement positioning with a stronger clinical and practitioner channel footprint.
• DayTwo: Personalized nutrition platform based on gut microbiome analysis that recommends food and meal plans to individuals. Closely matches Habit's biology-based personalized nutrition approach, with a stronger clinical/B2B2C footprint.
• Orig3n: Direct-to-consumer genetic testing and personalized nutrition/supplements company. Cited alongside Habit in market reports as a peer in the U.S. personalized retail nutrition market with overlapping biology-based personalization.
• Vitagene: DTC personalized nutrition and supplement company that uses DNA and lifestyle data to generate custom recommendations. Explicitly named alongside Habit as a key U.S. personalized retail nutrition and wellness player with a near-identical go-to-market and product model.
• Persona Nutrition: Personalized vitamin subscription service based on individual health goals, lifestyle, and (in some tiers) DNA. Direct comparator in personalized supplement subscriptions with overlapping product packaging and customer segment.

Broad incumbents

• Viome Life Sciences: Habit's parent affiliate, Viome operates the underlying AI and biological-testing platform. Direct functional overlap in personalized nutrition, supplements, and gut-microbiome-based recommendations; Viome is broader and predates Habit as the operating system Habit sits on top of.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

• Xx.com/habit

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Habit Food Personalized