Nature’s Way’s Acquisition of Baze Labs AG


Froriep acted as legal advisor to Nature’s Way.

Nature’s Way, the leading manufacturer of high-quality supplements, announced it has acquired full ownership of Baze, the pioneer in personalized nutrition.

Baze improves consumer wellness with an evidence-based approach to personalized nutrition. The Baze Starter kit contains an at-home blood test that provides a snapshot of consumers’ micronutrient levels, which is then used to recommend and provide a custom supplement and food plan targeting identified nutrient deficiencies. This approach has been proven to eliminate 73% of customers’ nutrient deficiencies within three months.

The Nature’s Way and Baze teams will work together to build on the experience and intellectual property that Baze has developed for personalized nutrition. By combining the high-quality supplements from Nature’s Way, and the patented, evidence-based feedback loop created by BAZE, a better personalized nutrition experience will be developed for consumers. The acquisition closed on December 23, 2020. Terms of the transaction were not disclosed.

Founded in 1969, Nature’s Way has been a pioneer in the health industry. Since then, Nature’s Way has evolved to encompass more than 1,000 supplements from Fortify® Probiotics and Alive! ® Multivitamins to oils and herbal remedies. Embracing the values of wisdom, integrity, authenticity and inclusivity, Nature’s Way turns to nature to find and further a better way to wellness.

Founded by Philipp Schulte and Dr. Isam Haddad in 2014, Baze is the first blood-based, at-home nutritional testing kit offering high-quality subscription supplements and personalized food recommendations. Baze measures micronutrient levels regularly to ensure sustainable improvement in nutritional imbalances and overall health. Once Baze analyzes users’ samples, the company delivers personalized, smart vitamin supplements and healthy, nutrient-dense food recommendations to customers based on their results.

The Froriep team was led by Dr. Mark Montanari (Picture).

Involved fees earner: Mark Montanari – Froriep;

Law Firms: Froriep;

Clients: Nature’s Way;