home News How one start-up is looking to make eating and dieting a 'Habit' – CNBC

How one start-up is looking to make eating and dieting a 'Habit' – CNBC


“After six months, I had lost 25 pounds, and had more energy than I had experienced in a long time,” Grimmer added.

Finding the data about his own body was incredibly helpful, and he knew it could help a lot of other people if they had access to it.

“It was a life transformation for me and led me to believe that this idea and this kind of insight into your own health should not just be available to those who can spend thousands of dollars,” he said. “It should be available to all Americans.”

With that in mind, the entrepreneur launched Habit in October 2016.

Habit’s test kit doesn’t’ come cheap—it costs $299 but includes at-home DNA and blood tests. Once the data is analyzed you will receive a specific nutrition plan based on test results, body measurements, and the customer’s health goals. It also provides an introductory wellness session with a diet coach.

“And then to make all of that super easy we do fresh prepared meals customized to your biology delivered to your door,” said Grimmer.

The meal plans start between $10-$15 per plate. And customers can sign up for on-going wellness coaching sessions for an additional fee to help keep you on track.

Habit, which has a $32 million investment from Campbell’s, is currently available to people in the San Francisco bay area, and Grimmer said he hopes to be available nationwide later this year.



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