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San Francisco California

Business Details

Find out what foods your body needs to be its best.

About Habit
San Francisco personalised nutrition company, Habit was founded by food entrepreneur Neil Grimmer who wants to help people consume a diet that helps them function at their best. Grimmer is not new to the food industry because  in 2007 he co-founded Plum Organics, a children’s food brand that was later sold to Campbell Soup for $249 million.

While running Plum to make healthy foods for kids, Grimmer  gained 50 pounds. He sought out a personal nutrition assessment, followed a food plan based on his own biology and lost 25 pounds within six months.

Grimmer stated that “When we look back on this period of time when we thought we should all eat the same things, we will view that as the dark ages of nutrition.”

Habit Science
Habit sell a $299 at-home test kit, which analysed a person’s unique biological data to produce individually personalised food recommendations.

The Habit test aims to discover how the body handles carbs, fats, and proteins by using blood samples and DNA from a cheek swab to ascertain details on glucose levels and other factors that could affect metabolism. Your results are stored on a secure, cloud-based server and emailed to you after a few weeks.

Habit asks users to fast for 10 hours and then consume a dense, nutrient-rich shake in order to gather your profile information.
The Habit challenge shake helps determine the ratio of carbs, fats, and protein that may be best for you. A lab measures the following indicators in your blood samples collected at different points before and after you drink the shake.

Metabolic analysis
  • How your body handles carbs
  • How your body handles fats
  • Your protein need
  • Your best balance of carbs, fats and protein
Sensitivity biomarkers
  • Caffeine sensitivity gene variant
  • Lactose sensitivity gene variants
Blood sugar biomarkers
  • Disposition index (blood sugar management)
  • C-peptide–baseline, 30, and 120 minute (blood sugar management)
  • Post-meal glucose–30 and 120 minute (blood sugar levels)
  • Fasting glucose (blood sugar level)
  • Blood sugar management gene variants
Cholesterol biomarkers
  • Total Cholesterol
  • LDL cholesterol
  • HDL cholesterol
  • Cholesterol balance gene variants
Triglyceride biomarkers
  • Fasting triglycerides
  • Post-meal triglycerides–30 and 120 minutes
  • Triglyceride balance gene variant
Weight control biomarkers
  • Weight gain risk gene variants
  • Weight control gene variant
Nutrient-related genetic biomarkers
  • Omega-3 fatty acid production gene variants
  • Gene variants related to vitamin D blood levels
  • Gene variant related to vitamin A synthesis
  • Gene variant related to folate metabolism
Physical performance biomarkers
  • Endurance gene variant
  • Physical strength gene variant
Heart health biomarkers
  • Blood pressure
  • Gene variants related to heart health
  • Gene variants associated with blood pressure

Self-reported biomarkers are also taken into consideration which are
  • Core waist measurement
  • Activity level
  • Sex
  • Height
  • Blood pressure
  • Age

Habit Meals

Their scientists, nutritionist and partners take your test results, analyze them and convert them into nutrition recommendations made just for you.

Habit Test
Depending on your usa location, your Habit kit will be delivered within 10 business days of when you place your order. Once you have mailed your samples, it will take between 6–8 weeks to receive your results, which will include your personalized nutrition plan.

Meal Prep
Establishment year:


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San Francisco California
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