Nestlé Health Science (NHSc) is entering the personalized nutrition space via the acquisition of vitamin business Persona, which will operate under NHSc’s USA-based Atrium Professional Brands.
The brand’s science-based proprietary technology takes into account factors such as the consumer’s lifestyle, history and individual needs to develop a customized nutritional assessment. The algorithm is based on research studies and the expertise of a medical advisory board.
“Atrium is thrilled to harness Persona’s advanced technology platform to bring our customers new opportunities to personalize their nutrition,” said 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.”
“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,” added 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.”