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PERSONALIZED NUTRITION
Building the foundation for a future food ecosystem
DR. MARKUS PFEIFFER
PERSONALIZED NUTRITION GETTING TRACTION
2
220
0 1000 2000 3000 4000 5000 6000
Ecommerce & Food Delivery
Next-Level Physical Retail
New Food Products
Next-Level Restaurant Operations
Food Education & Self Tracking
Personalized Nutrition
Pet Tech
Food Safety & Tracking
Communities, Platforms, Peer-to-Peer
Smart Kitchen
Urban Micro-Farming
VC investment in $M (2015)
VC investment in $M (2015)
Source: CB Insights, Bloom Partners research
ONE DIET DOESN’T FIT ALL
DNA
Climate
Gut microbiome
Pollution
Stress levels and
emotional state
Food intakeGender
Culture
Health &
Metabolism
Wealth
Exercise and sport
Age
BLOOD SUGAR:
NOT EVERYBODY SHOULD HAVE THE SAME DIET
4
SOURCE: PERFOOD
5
STILL NO BREAKTHROUGH IN FOOD TRACKING
6
7
MAPPING PERSONALIZED NUTRITION MODELS*
Personal input/
Anamnesis
Tracking
One time reco
Analysis plus
personalized food
Data
Result
Many many providers
* Select cases
- 100K customers
- $ 10M Revenue
- $ 100M Valuation
MAPPING PERSONALIZED NUTRITION MODELS*
Personal input/
Anamnesis
Tracking DNA
Data
Result
* Select cases
One time reco
Analysis plus
personalized food
Many many providers
11
DNA DECODING: BELOW 1,000 US$
12
Fitness and
nutrition
recommendations
based on your
DNA
$ 36M Funding
DNA
$ 100M Funding
MAPPING PERSONALIZED NUTRITION MODELS*
Personal input/
Anamnesis
Tracking DNA
Data
Result
Biomarkers
* Select cases
One time reco
Analysis plus
personalized food
Many many providers
15
$ 32M Funding
Sweat
Blood
DNA
MAPPING PERSONALIZED NUTRITION MODELS*
Personal input/
Anamnesis
Tracking DNA Microbiome
Data
Result
Biomarkers
* Select cases
One time reco
Analysis plus
personalized food
Many many providers
GUT MICROBIOM: 150X HUMAN DNA
17
Western diet
Western diet
Stool transplantation
Stool transplantation
Fit person
Overweight
person (twin)
Fit mouse
Fit mouse The mouse’s weight has not
changed
The fit mouse has become overweight
because the microbiome influenced
digestion
Bloom Partners GmbH. 2017. 18
$ 17M Funding
MONETIZATION OF PERSONALIZED NUTRITION
Bloom Partners GmbH. 2017. 19
INDIVIDUALIZED MEAL
PLAN AND COACHING
PERSONALIZED MEALS
INDIVIDUALIZED
RECIPES
Personal preference Tracking Biomarkers DNA Microbiome
Big data
Analytics
Pharma
Food
Insurance
Sports
Dieting
Profiling
HERE IS
THE
PROBLEM
WITH
RECIPES
#1 of 826 recipes
for Schweinebraten
(chefkoch.de)
SMART RECIPES
Bloom Labs for JuicePlus+ 21
From Objective Data to Subjective Personalization
Objective Data:
Ingredient Metadata via NLP
- Calories
- Carbs
- Fat
- Protein
=> Dietary Plans, Allergy Protection
Dish metadata
- Type (breakfst, lunch, dinner)
- Category (soup, pasta etc.)
Techniques metadata
(roasting, pan seared, slow cooking etc.)
Tools metadata
(Wok, pan, sauciere)
Image recognition
User Metadata:
Personal targets
Activity tracking
Cooking skills
Recipe ‚Appeal‘ on multiple levels.
THE PERSONALIZED FOOD CHALLENGE
Bloom Partners GmbH. 2017. 22
mpfeiffer@bloom-partners.com

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Personalized Nutrition

  • 1. PERSONALIZED NUTRITION Building the foundation for a future food ecosystem DR. MARKUS PFEIFFER
  • 2. PERSONALIZED NUTRITION GETTING TRACTION 2 220 0 1000 2000 3000 4000 5000 6000 Ecommerce & Food Delivery Next-Level Physical Retail New Food Products Next-Level Restaurant Operations Food Education & Self Tracking Personalized Nutrition Pet Tech Food Safety & Tracking Communities, Platforms, Peer-to-Peer Smart Kitchen Urban Micro-Farming VC investment in $M (2015) VC investment in $M (2015) Source: CB Insights, Bloom Partners research
  • 3. ONE DIET DOESN’T FIT ALL DNA Climate Gut microbiome Pollution Stress levels and emotional state Food intakeGender Culture Health & Metabolism Wealth Exercise and sport Age
  • 4. BLOOD SUGAR: NOT EVERYBODY SHOULD HAVE THE SAME DIET 4 SOURCE: PERFOOD
  • 5. 5 STILL NO BREAKTHROUGH IN FOOD TRACKING
  • 6. 6
  • 7. 7
  • 8. MAPPING PERSONALIZED NUTRITION MODELS* Personal input/ Anamnesis Tracking One time reco Analysis plus personalized food Data Result Many many providers * Select cases
  • 9. - 100K customers - $ 10M Revenue - $ 100M Valuation
  • 10. MAPPING PERSONALIZED NUTRITION MODELS* Personal input/ Anamnesis Tracking DNA Data Result * Select cases One time reco Analysis plus personalized food Many many providers
  • 14. MAPPING PERSONALIZED NUTRITION MODELS* Personal input/ Anamnesis Tracking DNA Data Result Biomarkers * Select cases One time reco Analysis plus personalized food Many many providers
  • 16. MAPPING PERSONALIZED NUTRITION MODELS* Personal input/ Anamnesis Tracking DNA Microbiome Data Result Biomarkers * Select cases One time reco Analysis plus personalized food Many many providers
  • 17. GUT MICROBIOM: 150X HUMAN DNA 17 Western diet Western diet Stool transplantation Stool transplantation Fit person Overweight person (twin) Fit mouse Fit mouse The mouse’s weight has not changed The fit mouse has become overweight because the microbiome influenced digestion
  • 18. Bloom Partners GmbH. 2017. 18 $ 17M Funding
  • 19. MONETIZATION OF PERSONALIZED NUTRITION Bloom Partners GmbH. 2017. 19 INDIVIDUALIZED MEAL PLAN AND COACHING PERSONALIZED MEALS INDIVIDUALIZED RECIPES Personal preference Tracking Biomarkers DNA Microbiome Big data Analytics Pharma Food Insurance Sports Dieting Profiling
  • 20. HERE IS THE PROBLEM WITH RECIPES #1 of 826 recipes for Schweinebraten (chefkoch.de)
  • 21. SMART RECIPES Bloom Labs for JuicePlus+ 21 From Objective Data to Subjective Personalization Objective Data: Ingredient Metadata via NLP - Calories - Carbs - Fat - Protein => Dietary Plans, Allergy Protection Dish metadata - Type (breakfst, lunch, dinner) - Category (soup, pasta etc.) Techniques metadata (roasting, pan seared, slow cooking etc.) Tools metadata (Wok, pan, sauciere) Image recognition User Metadata: Personal targets Activity tracking Cooking skills Recipe ‚Appeal‘ on multiple levels.
  • 22. THE PERSONALIZED FOOD CHALLENGE Bloom Partners GmbH. 2017. 22