DSM to enter personalized nutrition market with acquisition of Mixfit

DSM to enter personalized nutrition market with acquisition of Mixfit

Royal DSM has announced the acquisition of an equity stake in personalized nutrition company Mixfit, making it Mixfit’s majority shareholder with approximately 50 percent of shares. Financial terms of the deal were not disclosed.

Mixfit is one of the few companies capable of offering end-to-end solutions in the personalized nutrition market. Its prototype Intelligent Nutrition Assistant (Mina) is capable of analysing a person’s make-up, as well as diet, lifestyle and health goals to create and dispense beverages containing a customized mix of DSM’s Quali Blends.

“As consumers across the world become more engaged in their health and well-being, there is a growing need for a more personalized approach to nutrition. This acquisition connects the complementary and unique expertise of both DSM and Mixfit to support consumers in achieving their nutrition goals and to support our mission to help keep the world’s growing population healthy. It is an important milestone in the execution of our personalized nutrition strategy to build a platform and extend it to the consumer,” said Jeremy Xu, President of DSM Human Health & Nutrition.

Reza Zanjani, Mixfit President & CEO added, “Personalization is the future of nutrition. By combining DSM’s scientific background and high-quality micronutrients with Mixfit’s digital knowledge and experience in personalized nutrition, we are ensuring that Mina improves the lives of health-conscious consumers worldwide. We’re happy to expand into targeted, health-oriented boosters for specific health benefits with DSM as our largest shareholder.”

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