I have family members with very different opinions on nutrition. Some of them have incorporated superfoods, such as kale and acai, into their diet and follow a strict regimen. And there are others who refuse to “follow a diet” because: (1) it requires them to give up some of their favorite foods and (2) they don’t always believe in the outcome. As such, I believe it’s important to take a data-driven approach towards healthy eating. People should not only know why certain foods are good for them, but this information should also be customized and actionable, based on each person’s microbiome, health and preferred eating habits. Hopefully, by providing a solution that is backed by science and tracks progress among users, people will come to embrace this idea of food as medicine.
The Problem & Market Opportunity:
About half of the U.S. adult population —117 million people—have chronic health conditions, such as diabetes, autoimmune disorders and various types of heart diseases 1. According to the Archives of Internal Medicine, 40-80% of these conditions can be traced back to our microbiome and are preventable by maintaining a healthy diet and lifestyle 2. Microbiomes are a “community of bacteria” that live inside our bodies and are unique to each individual. They’re heavily shaped by the foods we eat and play an important role in keeping us healthy by absorbing nutrients, regulating our immune system and maintaining stable hormone levels. As such, we want a diverse gut flora and in the event that we lack certain microbes, we want personalized diets that give us a balanced composition. Unfortunately, many of us are not equipped with the knowledge of what our body needs and even when we do, we have trouble maintaining that sustenance for the following reasons:
The Little Big Idea:
Yes, the meal subscription market is extremely saturated. But the problem outlined above is the reason why I believe there’s room for one more meal service that curates recipes based on people’s biomarkers, food preferences and health goals. By understanding each individual’s metabolism, genetics and even how one responds to carbs and protein, meal services like Habit are taking a science-based approach to optimizing nutrition 3, 4. However, a common criticism of these services (and food subscriptions in general) are their lack of flexibility. Imagine telling your family that you would’ve loved to join for Thai food, but instead, have to eat a pre-cooked meal from your fridge. As such, the ideal meal subscription – if it doesn’t become a logistical nightmare first – makes it easy for users to eat healthy regardless of setting. It does this by giving users the choice of: a) making meals thru personalized recipes, b) heating up pre-cooked meals and/or c) receiving menu recommendations at local restaurants.
How Does It Work:
- Users fill out their profile and receive a genetic testing kit with instructions for collecting biological samples (e.g. saliva and stool).
- Samples are sent back to a lab and tested for genetic variants and biomarkers.
- The composition and diversity of users’ gut microbiomes are profiled and an algorithm will predict what foods are good for each user.
- Users receive a personalized report with tailored recommendations (e.g. ideal meals for breakfast, lunch, dinner) and information on how their bodies respond to food.
- Users mark off their calendars to customize their weekly mix of meal options (e.g. at-home cooking, ready-to-eat meal kits and/or restaurant items).
- Users receive ongoing tips and track progress through recommended metrics.
Are there similar ideas out there for you to check out?
- DayTwo provides personalized dietary plans that allows you “to live healthier and maintain normal blood sugar levels”.
- Vitagene provides tailored diet, exercises and supplements based on your genetic testing results
As always, I’d love to hear what my readers think! Do any of you currently use tools/services to help you eat healthy? If so, what do you like or dislike about them?