Why We’re Diving Into Food As a Solution at Baze

A registered dietitian by trade, I’m well versed in the public health issue at hand: micronutrient deficiencies.

I joined Baze because of our mission to resolve micronutrient deficiencies through convenient and actionable solutions. With our patented approach, we began by personalizing supplements to individuals’ blood nutrient levels. However, our vision has always been much larger.

Through my work with our partners, my learnings from my nutrition training has been emphasized, and three things are abundantly clear when it comes to nutrition. The science behind targeted nutrition is stronger than ever before, brands are interested in our movement, and the personalized wellness industry is welcoming of our mission and innovation.

The time is now—here’s why we’re taking our first big steps into the arena of personalized food recommendations.

A quick glance at our patented process and how personalized food recommendations elevate our ability to help our customers.

Impact of targeted nutrition

Optimal blood nutrient status sets the foundation for lifelong health. Research shows that one-third of the United States still has, or is at risk for a nutrient deficiency.1 According to the Scientific Report of the 2015 Dietary Guidelines Advisory Committee, “The nutrients for which adequacy goals are not met in almost all are potassium, vitamin D, vitamin E, and choline.”2 Additionally about three-fourths of the population eats a diet low in fruits, vegetables, and whole grains. On the other hand, most Americans exceed the recommendations of saturated fats, added sugars, and sodium.3 There is a clear need for more precise guidance. 

Meanwhile, emerging research shows that targeted dietary patterns and supplementation, aimed at achieving specific blood nutrient targets, may reduce much of the consequent risk of chronic disease and premature aging.4 These findings are not surprising since micronutrients form the foundation for a wide array of metabolic processes necessary for survival such as growth and development5, energy production6, blood clotting7, immunity8, and cognitive function.9

This is why solutions to meeting nutrient needs through targeted, and recommended nutrient-dense food options is just as vital as the supplements we have been providing customers with for the past two years. You may be wondering, “why do we need to obtain these nutrients through food and supplements?” Let’s use magnesium as an example.

Magnesium is poorly absorbed through both food and supplements, making it hard to meet your recommended daily intake. We typically provide customers with magnesium citrate in supplemental form, which has a 30% bioavailability and is considered high. The magnesium found in food has about a 30%-40%10,11 absorption rate. Therefore, it is important you are pairing these supplements with food to meet as close to 100% of your daily value. In order to do so, knowing which food products are rich sources of magnesium is key. But how is a consumer supposed to know this if only vitamin D, potassium, calcium, and iron are required on the U.S nutrition facts panel? 

A shared need for holistic nutrition

Being on the business development team, I work closely with our Health Professional Partners (RDs, MDs, and NDs) and wellness industry partners, who provide us with unique insights into what their clients and customers are looking for in nutrition solutions.

We frequently hear from our clinicians that providing transparency into their clients’ own health and educating them on the food-first mentality is important. So much so that they are constantly searching for ways to effectively do so. Even when these well-informed professionals have the capabilities to guide and educate, they are often missing the ability (and time) to affordably tap into personal nutritional needs at the biochemical level. Additionally, certain health professions, even when they are able to measure their clients’ nutrient levels, their training may not be rooted in extensive nutrition education, which makes it more difficult to holistically treat their clients with both supplements and targeted foods.

Outside of the clinician office, grocers and specialty food brands are looking to fill similar needs. Our partners at H-E-B, an upscale organic and fine foods retailer chain in Texas, are one example. H-E-B provides in-store registered dietitians and food products and desired to take their customers’ health to the next level. They needed a way to map their members’ needs to tailored grocery shopping experiences.

On the prepared meal delivery front, companies are searching for ways to deepen their customers’ connection to the company’s food offerings. Our partners at Performance Kitchen were doing an incredible job at providing individuals the ability to receive nutrient-dense meals delivered to their home and wanted a way to provide them with ultra-targeted offerings.

Existing siloed solutions

There are numerous companies out there that allow customers to have their blood nutrient status analyzed, such as LabCorp or Quest. In 2020, there are also quite a few companies that will take your answers to a survey and “personalize” vitamin packs for you. At the same time, there are multiple ways you can receive personalized food recommendations through a health professional, such as a private practice registered dietitian.

But what is missing from all of these resources? Something to tie all three together that allows you to receive your blood nutrient test and results followed by recommendations for personalized nutrient-dense food options and targeted supplemental nutrients from health professionals.

Baze: an all-in-one formula

We started our journey with personalized supplementation by analyzing and targeting an individual’s blood nutrient status with prestigious lab capabilities and a precise and patented Nutrition Information System.

To elevate how we serve our customers in the most meaningful ways, we have to go all-in on supporting behavior change so they can achieve their goals. Behavior change science shows us time and time again that for real change to happen, the solutions must be accessible and convenient—and there’s nothing more convenient than a one-stop holistic experience.

We see a clear need within the health and wellness space and food is the missing piece to fully bring our vision of being a Nutrition Insights Platform to fruition. We’re excited and passionate about being the first in the industry to provide customers with an all-in-one solution that provides micronutrient assessment, holistic insights, and convenient and diverse solutions. 

Introducing the Baze Food Guide

The Food Guide is our first larger step in providing nutrient-dense food options. Hand-picked by our registered dietitians, all meals and foods meet strict health criteria and can be filtered by nutrient for easy-to-find options that support common deficiencies. Supporting lasting behavior change, all items can be easily purchased online and delivered to your doorstep.

In order for our company to provide a more 360-degree approach to personalized nutrition, adding a food solution to the equation was pivotal. It was important to keep in mind that accessibility and convenience still needed to be a critical component of these results-driven solutions.

Join us on our mission

Baze is an industry-first nutrition insights platform connecting highly engaged, health-conscious individuals to nutritious foods that match their unique biometric and lifestyle data. Foods mapped to nutrients are a part of our long-term strategy and mission of holistically resolving deficiencies.

Our Food Guide is a powerful relationship builder with other brands and missions in the nutrition and wellness industry. We’re always looking to bring together and work with partners to support our customers’ better health journies. If your brand is interested in joining our Food Guide, click here or if you’re interested in collaborating in other areas, we would love to connect.


  1. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5537775/
  2. —Scientific Report of the 2015 Dietary Guidelines Advisory Committee (Part D, Ch 1, pp.22, lines 827-828)(Appendix E-3.1, Text and Figure 4).
  3. https://health.gov/our-work/food-nutrition/2015-2020-dietary-guidelines/guidelines/chapter-2/current-eating-patterns-in-the-united-states/
  4. https://www.pnas.org/content/115/43/10836
  5. Fall CHD, Yajnik CS, Rao S, Davies AA, Brown N, Farrant HJW. Micronutrients and Fetal Growth. J Nutr. 2003;133(5):1747S-1756S. doi:10.1093/jn/133.5.1747s
  6. Huskisson E, Maggini S, Ruf M. The role of vitamins and minerals in energy metabolism and well-being. J Int Med Res. 2007;35(3):277-289. doi:10.1177/147323000703500301
  7. Vitamin K | Linus Pauling Institute | Oregon State University. https://lpi.oregonstate.edu/mic/vitamins/vitamin-K. Accessed December 3, 2019.
  8. Wintergerst ES, Maggini S, Hornig DH. Contribution of selected vitamins and trace elements to immune function. Ann Nutr Metab. 2007;51(4):301-323. doi:10.1159/000107673
  9. Huskisson E, Maggini S, Ruf M. The influence of micronutrients on cognitive function and performance. J Int Med Res. 2007;35(1):1-19. doi:10.1177/147323000703500101
  10. Rude RK. Magnesium. In: Coates PM, Betz JM, Blackman MR, Cragg GM, Levine M, Moss J, White JD, eds. Encyclopedia of Dietary Supplements. 2nd ed. New York, NY: Informa Healthcare; 2010:527-37.
  11. Fine KD, Santa Ana CA, Porter JL, Fordtran JS. Intestinal absorption of magnesium from food and supplements. J Clin Invest 1991;88:396-402. [PubMed abstract]

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