Supplement company Nature’s Way recently announced the acquisition of Baze, a personalized nutrition company which manufactures an at-home blood test that provides a snapshot of consumers’ micronutrient levels. The results of the at-home test are used to recommend a custom supplement and food plan which targets identified nutrient deficiencies – Nature’s Way reports that this approach has eliminated 73% of customers’ nutrient deficiencies within three months.
 
“Coming together with Nature’s Way is an exciting and logical next step for Baze, as we continue on our mission to provide our customers with products to improve their health and wellness through evidence-based, personalized nutrition,” Philipp Schulte, co-founder and CEO of Baze, said. “We strongly believe in the transformative impact personalized nutrition can have on our lives and are looking forward to being part of the Nature’s Way team.”
 
“Personalized nutrition is an immense opportunity for us to expand our mission of helping people live healthy lives,” Mike Devereux, CEO of Nature’s Way, said. “Combining the uncompromising quality of our products with the industry-leading personalization capabilities at Baze will create an outstanding new approach for anyone looking to further their health and wellness. Our teams are fully committed to continuing our leadership roles in quality and innovation in this growing consumer space.”
 
The two companies will collaborate on the experience and intellectual property that Baze has developed for personalized nutrition, and combine Nature’s Way supplements with a “patented, evidence-based feedback loop” created by Baze, and promise a better personalized nutrition experience for consumers. The acquisition closed on December 23, and the terms of the transaction were not disclosed.