Schulte explained that the company’s objective is to join “the worlds of personalized dietary supplements and actionable food solutions,” tapping into an even larger piece of the global personalized nutrition category, which is projected to double in market size over to $16.4bn by 2025 growing at CAGR of 15%, according to Reportlinker.
“Last year was a super important year in terms of consumer demand [for personalized nutrition] growing very strongly, and now with the whole COVID-19 situation that has only accelerated especially with a remote set up like ours,” Schulte told FoodNavigator-USA.
Meal plan solutions
Founded in Berlin, Germany, in 2014 with US offices in Cambridge, Mass., the startup is extending its personalized nutrition mission to include more food recommendations through more food company partnerships, such as its recently-announced collaboration with Performance Kitchen, an emerging brand making healthy frozen meals that fit a number of dietary needs.
“It’s not a change of plans for us but a logical evolution really where the underlying principle is: let’s first understand what you really need, and let’s get this to you in the most convenient and actionable way possible,” said Schulte.
“One thing that we are very aware of is that the current state of nutrition solutions is very fragmented, resulting in a lot of complexity which makes it difficult for people to adopt and adhere to new diet habits,”
In January 2020, Baze announced the planned launch of Baze Marketplace on its website, which carries certain products from a variety of brands that meet strict nutritional criteria enforced by the company’s team of registered dietitians (e.g. more than 50% whole grains and less than 10g of added sugar per serving).