Precision nutrition has come for protein powder.
What’s happening: Elo Health closed a $10M Series A to support the launch of Smart Protein, a personalized protein powder subscription.
Known for using blood tests and wearables data to tailor supplements, Elo’s platform will now sync workout data from Apple Health to prescribe exact dosage for its whey and pea protein products.
As with its vitamin subscription, users will have texting access to a registered dietitian through the Elo app.
What it means: Elo netted $5M in seed funding less than a year ago. And while protein supplementation is clearly more on the performance and wellness side of things, the company has acknowledged it’s just a starting point.
On the Fitt Insider Podcast, co-founder and CEO Ari Tulla explained this type of service acts as a sort of holistic medicine, filling nutritional gaps users didn’t even know they had:
“150M people are taking supplements that may do nothing, or might even be harmful… Can we add a little bit of transparency into this equation? And how can we get you the right nutrition at the right time?”
Data hungry. From vitamin packs to food as medicine programs, precision nutrition could inform everything we consume — and the first-movers are already cashing in.
- InsideTracker raised $15M last September for its platform that ties personalized nutrition to healthspan optimization.
- The same month, supplements startup Rootine secured $10M to push into preventative medicine via “cellular nutrition.”
- In December, Lumen landed $62M for its metabolic health breathalyzer and nutrition platform.
Takeaway: For years, what to eat for better health has been the question. With next-gen wearables and DIY diagnostics, we just might get an answer.