The company offers a do-it-yourself kit that collects personal bio-data and analyzes DNA and nutritional biomarkers in the blood to identify habit type and determine which foods and nutrients are best suited for each user. Habit provides insights through registered dietitians, wellness guidance, goal setting, accountability, and ongoing support, and delivers specific nutrition diets to users' doorsteps. The company also offers a mobile application that allows users to share goals with like-minded wellness-seekers. Founded in 2015 by Neil Grimmer, Habit Food Personalized is headquartered in Oakland, California, and is dedicated to making optimal nutrition possible for everyone by taking the guesswork out of eating right.