Persona was founded by Jason Brown (CEO), Tamara Bernadot (CNO), and Prem Thudia (CTO) as Vitamin Packs. The company, which changed its name in 2018, offers personalized vitamin subscriptions based on lifestyle choice. The company attracted a lot of investment over its short lifetime, with cash injections coming from the likes of L Catterton, and BrandProject.
Nestlé’s move to acquire the company comes in response to growing consumer demand for personalized nutrition.
“Persona’s expertise in personalized nutrition brings a new dimension to the growing Nestlé Health Science portfolio,” said Greg Behar, CEO of Nestlé Health Science.
“There’s increasing interest in personalization among consumers and with this acquisition, we will bring together the technology of Persona and the trusted Atrium Professional Brands’ vitamins and supplements.”
In a press release, Nestlé Health Science said that Persona’s assessments will eventually support the healthcare professionals in Atrium Professional Brands’ network with its recommendations to patients and consumers.
“Atrium is thrilled to harness Persona’s advanced technology platform to bring our customers new opportunities to personalize their nutrition,” explained Kyle Bliffert, President of Atrium Professional Brands.
“This strategic acquisition will also enhance the Persona experience by leveraging Atrium’s nearly 30-year industry expertise, bringing valuable finished product and brand development knowledge to the partnership.”
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Persona’s services are currently only available to consumers in the US, but Nestlé said it plans to expand availability around the globe in the future.
CEO Brown commented: “Nestlé Health Science’s deep knowledge and research into science-based nutritional health solutions and Atrium’s expertise in leading free-from supplement brands are a natural fit for accelerating growth.
“We will bring consumers and healthcare practitioners the finest personalized nutrition program available while continuing to expand delivery of high-quality personalized daily vitamin and dietary supplement packs direct to consumers’ doorsteps through our online subscription service.”