DSM invests $100m in launch of personalised nutrition company

DSM has invested $100 million into the launch of Hologram Sciences, a health tech company that aims to provide consumers with personalised nutrition solutions.

The newly-formed company seeks to disrupt the nutritional marketplace by creating brands that target various health conditions.

Hologram Sciences brands will offer consumer-facing personalised nutrition solutions that have been clinically proven to address a variety of health needs, including those related to immunity, the gut and brain.

Along with nutritional supplements and diagnostics, the company’s proprietary digital platform will provide consumers with access to registered dieticians.

Once validated in-market, the custom-formulated solutions will be available to DSM customers. Hologram will also work to incubate products with DSM customers and partners, based on the latest consumer insights.

The company will be led by Ian Brady, co-founder of US financial services firm SoFi.

“With a highly dynamic team combining expertise in tech, brand marketing, and the nutrition innovation and science power of DSM, we can reveal that our first solution will be a rapid immunity concept, addressing the current acute concern over the ongoing Covid-19 pandemic,” said Brady.

The start-up is backed by a $100 million investment by DSM, which has personalised nutrition as part of its core strategy.

Dimitri de Vreeze, co-CEO at DSM, said: “We’re thrilled to fund a powerful, data-driven platform that’s fused with DSM’s capabilities and product resources. With the help of key experts – including nutritionists, dietitians, scientists and advisors – Hologram Sciences will be taking personalised nutrition to a new level for consumers and DSM’s customers.”