Switzerland-based Nestlé Health Science has acquired Snoqualmie startup Persona, which will now operate under Nestlé’s U.S.-based subsidiary, Atrium Professional Brands.
Persona, launched in 2017 as Vitamin Packs, seeks to tap the dynamic nutritional-supplements industry. “The personalized nutrition and wellness retail market, which includes dietary supplements, nutraceuticals and functional foods, is rapidly expanding with estimates that it will reach $50 billion by 2025,” Nestle says.
What’s Persona’s edge in that competitive market? Simply put: its technology — specifically an online questionnaire based on a complex algorithm “built from the ground up with research and development from our team of nutritionists,” Jason Brown, Persona’s chief executive officer and a co-founder, said in a prior interview with Seattle Business magazine. Persona operates on a subscription-based model and ships products to customers from its Snoqualmie facility. One test order tallied $39.20 a month for eight supplements.
Persona’s expertise in personalized nutrition brings a new dimension to the growing Nestlé Health Science portfolio,” says Greg Behar, CEO of Nestlé Health Science, a wholly owned subsidiary of global food and beverage conglomerate Nestlé. “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.”
To ensure customer privacy, Brown says all information generated from the company’s online questionnaire is encrypted. He says more than 750,000 people have filled out Persona’s online questionnaire. Last year, Brown adds, the company posted “2,000 percent growth over 2017” revenue of $200,000.
Persona employs some 25 people, including a dozen tech experts in Hyderabad, India — an office overseen by co-founder Prem Thudia. “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,” Brown says. Terms of the acquisition deal were not revealed.