Nature’s Way acquires Baze, expanding its portfolio to personalized nutrition

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Nature’s Way (Boston, MA) acquired Baze (Green Bay, WI), which offers an evidence-based approach to personalized nutrition through an at-home blood test.

“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,” said Philipp Schulte, co-founder and CEO of Baze, in a press release. “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.”

The blood test provides a snapshot of consumers’ micronutrient levels, used to recommend a custom supplement and food plan that eliminate 73% of customers’ nutrient deficiencies within three months.

“Personalized nutrition is an immense opportunity for us to expand on our mission of helping people live healthy lives,” said Mike Devereux, CEO of Nature’s Way, in a press release. “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.”