Week 36, 2020:

Brands spotted

This week, we've seen a new healthy cat food brand, a plaque-tracker that attaches to your smartphone, and a company that's using superfoods to help manage periods and pregnancy.

We've also spotted Base, a tech startup that's turning health tracking into a motivational game. Through its service, Base analyses saliva and finger prick blood samples to assess how your hormone and vitamin levels could be impacting your sex drive, energy levels, sleep quality and more. Using the results, it sets challenges for its users, asking them to commit to making nutritional changes or start taking supplements to see how test scores improve. While the nascent at-home health testing space has plenty of skeptics, Base is one of a number of companies including Thriva, Fig and Velieve that want to make these sorts of services the norm.