Nestlé’s personalised vitamin service expands into Europe and worldwide

By Will Chu

- Last updated on GMT


Related tags Nestlé personalised nutrition Persona

Nestlé Health Science’s (NHSc) personalised vitamin subscription program, Persona is now available worldwide, with consumers from the UK, France and Germany among others set to benefit.

In a response to growing global demand for more personalised forms of well-being, NHSc are also increasing the nutritionist numbers for consultation as part of a service that now stretches to over 60 countries.

“There is a growing awareness around the world of personalised nutrition,”​ explains Jason Brown, founder and CEO of Persona.

“People who are interested in improving their health and quality of life through vitamins and supplements are recognising that the best way to achieve that is through a plan that it customised for them.”

Along with UK, France and Germany, Persona is now available to customers in Austria, Belgium, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Czechia, Denmark, Estonia and Finland.

Other EU countries include Greece, Guernsey, Hungary, Italy, Ireland, Iceland, Jersey, Latvia, Lithuania, Liechtenstein, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden and Switzerland.

Worldwide rollout

Worldwide, the service now extends to Asia (Bahrain, China, Hong Kong, India, Japan, Jordan, Kuwait, Malaysia, Oman, Philippines, Qatar, Saudi Arabia, South Korea, Singapore, Taiwan, United Arab Emirates, Vietnam) and Asia-Pacific (Australia, New Zealand);

Further afield Persona is also available in the Middle East/Africa (Israel, Morocco); North America (Canada, Mexico, Puerto Rico, United States); and South America (Brazil).

Persona adds that all customers will be provided with the same online nutrition assessment currently offered in the US, considers gender, age, dietary preferences, stress levels, sleep patterns, fitness habits, allergies and other lifestyle factors.

Furthermore, the firm recently announced an expansion to its drug-nutrient database which cross examines over 2,000 medications to aid consumers avoid nutrient depletions and interactions.

One billion consumers to benefit

“When we acquired Persona, our goal was to make the program available on a global scale. With international shipping, more than 1 billion consumers now have access to personalised nutrition,”​ says Greg Behar, CEO of Nestlé Health Science.

Along with Nestlé, other organisations looking to make gains in personalised nutrition include Apple, Unilever and 23andMe.

23andMe, a California-based personal genomics and biotechnology firm, primarily contribute to the genetic side of personalised nutrition.

Here the company use DNA test results to assess the body’s response to caffeine consumption and lactose digestion to make customised supplements or dietary suggestions.

Closer to home, other firms offering personalised vitamin subscriptions tailored to lifestyle and health goals include UK-based Vitamin Buddy and Vitl.

Baze are another firm with headquarters in the US and offices in Berlin and Zurich. The firm offer a range of essential nutrients, vitamins and minerals based on a customer’s health priorities.

LivingMatrix acquisition

NHSc’s expansion of Persona’s personalised nutrition services is the latest action for Nestlé Health Science as part of its mission to offer a range of personalised services in the sector.

It follows January’s acquisition of LivingMatrix, a technology-based, data and algorithm-driven personalised functional medicine platform, to help create personalised care plans and track patient health outcomes.

“Persona is now filling the needs of customers in more than 60 countries with high quality vitamins and supplements that are customised to meet their individual needs and lifestyle goals,”​ adds Brown.

“Making personalised nutrition accessible to help people live healthier and happier lives has always been Persona’s main goal.

“With Nestlé Health Science, we now have a platform to make this a reality on a global scale.”

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