Mixfit deal sees DSM enter consumer market for personalised nutrition

04-Jul-2018 - Last updated on 04-Jul-2018 at 14:57 GMT

iStock / peshkov

Global nutrition and health giant DSM has taken its first step into the B2C personalised nutrition market with a deal to acquire 50% of consumer-facing start-up Mixfit.

The deal builds on a previously announced partnership between DSM and Mixfit - which looked to combine DSM’s expertise and network with Mixfit’s cutting edge technology that enables consumers to analyse health data in real-time, and address nutritional gaps using an in-home delivery system.

While no financial details of the deal have been disclosed, DSM confirmed it will now become the largest shareholder Boston-based Mixfit Inc as it looks to enter the B2C personalised nutrition space.

Indeed, DSM confirmed that personalised nutrition is one of its key pillars for future growth and differentiation.

“As consumers across the world become more engaged in their health and wellbeing, there is a growing need for a more personalised approach to nutrition,” commented Jeremy Xu, President of DSM Human Health & Nutrition. “This acquisition connects the complementary and unique expertise of both DSM and Mixfit to support consumers in achieving their nutrition goals and to support our mission to help keep the world’s growing population healthy.”

DSM said the investment will allows it to become a leader in utilising technologies from the Fourth Industrial Revolution – including artificial intelligence (AI) and blockchain – to advise consumers on their personal health status and deliver personalized solutions at home.

“It is an important milestone in the execution of our personalised nutrition strategy to build a platform and extend it to the consumer” Xu added.

Meet Mina

Mixfit recently launched a prototype of its Intelligent Nutrition Assistant (Mina). The system analyses a person’s unique makeup, alongside their diet, lifestyle and health goals, to create and dispense drinks containing a customized mix of DSM vitamin and mineral blends throughout the day.

Look out for our video interview with DSM, Mixfit, and Mina demonstration on NutraIngredients in the coming days.

“Personalisation is the future of nutrition,” said Reza Zanjani, president and CEO of Mixfit. “By combining DSM’s scientific background and high-quality micronutrients with Mixfit’s unique digital knowledge and experience in personalised nutrition, we are ensuring that Mina improves the lives of health-conscious consumers worldwide.”

“We’re happy to expand into targeted, health-oriented boosters for specific health benefits with DSM as our largest shareholder,” he said.