The selfie generation has spoken, and spoken quickly: The healthy, highly individualized Vita Mojo meal service smashed its crowdfunding goal of £1.5 million ($1.9 million USD) in less than 24 hours and went on to raise over £2 million ($2.5 million USD) and counting. The crowdfunding campaign, hosted on Crowdcube, still has nine days to go.
So what is Vita Mojo, and why do people like it so much?
The London-based company is both a restaurant and a delivery service that uses technology to create healthier meal options. That doesn’t just mean adding lean protein and kale. Vita Mojo’s meals are tailored to each individual to provide the greatest amount of nutrition to meet their dietary requirements.
The QSR company’s proprietary algorithm adjusts by flavors, ingredients, quantities, macronutrients, diet and goals to offer a grand total of over 9 billion meal combination choices. The foundation for this astronomical selection was built by Paul Davies, head chef for Tom’s Kitchen.
Going forward, Vita Mojo will be partnering with DNA Fit to create recipes that not only serve customer’s goals and taste preferences, but are actually geared specifically to their genome. Customers will send saliva samples to DNA Fit, and the analysis will enable Vita Mojo to create the perfect meal for them.
“Your DNA influences the macro-nutrient components of your diet (low-fat, high-fat, all dependent on your genes), as well as what ingredients you should have more or less of,” said Nick Popovici, who cofounded the company with high school friend and serial entrepreneur Stefan Catoiu.
As for the algorithm, the founders are betting on that to be the big money maker and to change up the restaurant industry. They plan to franchise the software so that other QSR businesses – yes, even competitors – can use it to serve more tailored food. They see personalization as the future of food, and their goal is to make it the norm worldwide in the restaurant industry.
“Everyone is different and requires tailored building blocks – proteins, carbs and fats – in order to be their best self,” said Popovici. “Using this technology is the perfect partner for fitness training or those simply wanting to live a healthier, happier life.”