Habit is a personalized nutrition startup that offers genetics-based dietary guidance. The company's primary offering focuses on the inspiration and research phase and targets consumer health and wellness as a key driver. To set itself apart from other startups in the personalized nutrition space, the company decided to play into rest of the consumer journey through the option to buy premade meals that align with its dietary recommendations. While digital solutions for personalized nutrition have traditionally tapped into only one of the distinct stages of consumers' interaction with food, Habit tried to offer a solution that looked to reshape the food shopping and consumption process in its entirety.
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