US heritage supplements brand Nature’s Way is to make a significant investment in personalised nutrition start-up Baze.
Berlin-headquartered Baze has raised a reported $6 million in its Series A funding round, with Nature’s Way heading the investment.
Baze, which launched in 2018, offers consumers an at-home blood testing kit to measure an individual’s micronutrient levels. The test device collects a small sample of blood (a green button activates it, a red light indicates a sample is safely taken), which is then mailed back to Baze’s lab partner. The lab analyses the blood sample and registered dieticians “curate the right supplement plan” for each customer. Based on the test results, tailored monthly supplements are sent to customers in convenient day packs.
Baze recently opened an office in Boston, and the new funding will help its plans to expand into further into the valuable US market. Baze charges $99 for its best-selling sample kit+evaluation+one month vitamin supply package (monthly vitamin top-ups start at $15).
“The technology and research developments used in this product are a game-changer for the vitamin supplement industry”
Commenting on the investment, Mike Devereux, president and CEO of Nature’s Way said: “The technology and research developments used in this product are a game-changer for the vitamin supplement industry.”
“The innovation behind Baze and the company’s determination to personalize a program that illustrates a baseline of nutrient compliance and creates the supporting vitamin protocols that assist in evolving to an even more optimal state of nutrient compliance is something we believe will help the consumer on their health journey. At Nature’s Way, we believe the most expensive supplement you will buy is the one that does not help you and our passion for assisting the wellness process is complemented by the Baze evidence-based approach.”