Nature’s Way acquires Foodtech startup Baze

Founded by Philipp Schulte and Isam Haddad in 2014, Baze is the first blood-based, at-home nutritional testing kit offering  subscription supplements and personalised food recommendations. The tes kit measures micronutrient levels regularly to ensure sustainable improvement in nutritional imbalances and overall health. Once Baze analyses users' samples, the company delivers personalised vitamin supplements and food recommendations to customers based on their results. According to the company, this approach has been proven to eliminate 73% of customers’ nutrient deficiencies within three months.

Two years ago Nature’s Way invested 6 million US dollars in the Foodtech startup. Other investors are Ringier Digital Ventures and business angels. Nature’s Way is the leading manufacturer of high-quality supplements offering more than 1,000 supplements. Nature’s Way continues its journey with Baze by acquiring all its assets.

The Nature’s Way and Baze teams will work together to build on the experience and intellectual property that Baze has developed for personalized nutrition. By combining the high-quality supplements from Nature’s Way, and the patented, evidence-based feedback loop created by Baze, a better-personalised nutrition experience will be developed for consumers. The acquisition closed on December 23, 2020. Terms of the transaction were not disclosed.