Nestlé Health Science, a globally recognized leader in the field of nutritional science, is expanding into personalized nutrition with the acquisition of Persona.
Persona, a leading personalized vitamin business founded in 2017, will operate under Nestlé Health Science’s USA-based Atrium Professional Brands.
“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.”
Atrium’s brands include Garden of Life, a whole-food, certified organic, non-GMO supplement; Pure Encapsulations, a hypo-allergenic, free from wheat, gluten, nuts and hydrogenated oils supplement distributed through health care professionals; Wobenzym, an enzyme formulation designed to help the body recover from exertion; and others.
Persona’s science-based proprietary technology develops a customized nutritional assessment after accounting for specific factors in a consumer’s lifestyle, history and individual needs to. The algorithm is based on thousands of research studies and the expertise of the company’s medical advisory board. The individualized assessments meet consumers’ desires to find the right nutritional supplements for their unique needs. Eventually, the information will further support the healthcare professionals with recommendations for their patients and consumers.
“Atrium is thrilled to harness Persona’s advanced technology platform to bring our customers new opportunities to personalize their nutrition,” says 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.”
The personalized nutrition and wellness retail market—including dietary supplements, nutraceuticals and functional foods—is rapidly expanding, with estimates that it will reach $50 billion by 2025.
“We are excited to join the Nestlé Health Science family as we share a common mission to revolutionize daily nutrition and give more people a personalized approach to their wellness,” said Jason Brown, co-founder and CEO of Persona. “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,” Brown says.
Source: Nestlé Health Science