Holland & Barrett in pilot with health and wellness retailer

Consumer genetics testing innovator DnaNudge and Holland & Barrett have entered into a partnership to deliver DnaNudge’s DNA-personalised services at the retailer’s flagship London store.

DnaNudge provides the world’s first service to use consumers’ own DNA to ‘nudge’ people towards healthier and more personalised choices as they scan and shop.

DnaNudge’s smart shopping services are available to purchase online, and from its own outlet within the site of Chelsea and Westminster Hospital. The addition of this new high-street brand concession at Holland & Barrett’s flagship store is designed to enhance DnaNudge’s retail footprint across the capital.

Commenting on the service launch, Holland & Barrett’s head of new wellness partnerships, Cal Price said the brand is excited to trial the new service with our customers as part of our plans to go beyond product and offer personalised services and solutions.

“We know that our customers are increasingly looking for information and advice to help them know where to start with positively managing their health and DnaNudge offers an innovative way to do that,” Price added.

The DnaNudge Nutrition service analyses and maps users’ genetic profiles to key nutrition-related health traits – such as obesity, diabetes, hypertension and cholesterol – and empowers customers to be guided by their DNA, plus lifestyle factors, towards healthier eating. DnaNudge recently expanded its expertise into skin health, with the launch of its ground-breaking Skincare Test.

The DnaNudge services work via a simple cheek swab and on-the-spot rapid genetic test that analyses customers’ predispositions to nutrition-related health traits or skin-related conditions. The digitised results are uploaded to a wearable DnaBean and mobile App, allowing users to scan product barcodes in store and be guided towards the best products for their unique genetic make-up.

Professor Chris Toumazou, co-founder of DnaNudge, said its mission is to empower people to take small but positive steps towards better health.

“We’re so excited to be working with this forward-thinking retailer to bring our services direct to H&B customers in-store, and to making a real difference to their overall wellbeing,” he said.

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