News release

Date: 5th November 2019

EAT RIGHT, MOVE MORE – SHOP WITH YOUR DNA: World’s first DNA-based service for healthier food choices launches as DnaNudge opens flagship store in the heart of London

Covent Garden store offers breakthrough on the spot DNA testing, app and DnaBand with inactivity monitoring to “nudge” healthier choices based on your DNA





London, United Kingdom, November 5th 2019 – DnaNudge launches its flagship store in London’s Covent Garden today, offering the world’s first in-store genetic service that “nudges” you to make healthier food shopping choices based on your unique DNA plus your lifestyle. The James Street store is fully open to customers from today.

The DnaNudge service is clear and easy to use. First, a quick in-store test – based on a one-time-use cheek swab sample – analyses and maps your genetic profile to key nutrition-related health traits.  With the results of this test, you can start using your DnaNudge smartphone App or wrist-worn DnaBand to scan product barcodes in the majority of major UK supermarkets, and discover whether a food product is “red” or “green” for you.  If the product is indicated as “green”, you’re good to go.  If the product is “red”, your App will display a range of personalised recommended alternatives generated by our science-led analytics based on world-class research.  The DnaBand also incorporates a physical inactivity monitor, enabling the App to adapt its recommended product choices based on your inactivity levels with an amber warning, helping to keep your DNA healthy.  These everyday, small swaps – for example, “nudges” to buy a breakfast cereal that contains fewer calories or less sugar – can lead to big, positive changes to health over the long term.

With the colour-customisable DnaBand with DnaCapsule, you can wear your digital DNA, enabling you to:


Scan products – flashing red or green to tell you if it’s a good match for your biology
Monitor your inactivity – the DnaNudge App generates your ‘Green DnaBar’, which turns amber when you’ve sat for too long, encouraging you to move around
NudgeMatch with friends, to see which DNA traits you have in common
NudgeShare with family, helping select the right products for the whole family


The DNA nutrition test cost is £40. The test, service and DnaBand – comprising DnaBand, DnaCapsule and charger – retails at just £120.  The App is free to download from the App Store, Google Play or directly from the DnaNudge website.

The DnaNudge service – which has been developed by world-renowned biomedical engineer Regius Professor Chris Toumazou from Imperial College London together with published geneticist Dr Maria Karvela – was recently highlighted in a UK government report on innovative health technology by the former Chief Medical Officer, Dame Sally Davies.

Commenting on the store launch, Professor Chris Toumazou, CEO and co-founder of DnaNudge, said: “This is an incredibly exciting day.  Right here in London, we are launching the world’s first store to offer people an on-the-spot DNA test – reducing a typically 2-8 week process down to around an hour – plus app and DnaBand technology that has the potential to transform shopping behaviour and long-term health, one nudge at a time.  Quite simply, diets don’t really work, and “the usual guidelines” about healthy eating are too easily ignored. What we’re offering is a completely new approach to eating more healthily – using genetic insight into well-understood health risk factors and combining this with lifestyle “nudges” based on your inactivity levels, so that we can all make better day-to-day decisions about what we buy.  This is a completely new way of thinking about what we’re eating, how much we’re moving, and making a big impact through small changes.”

Shirley Cramer, CEO of the Royal Society for Public Health, added: “This is a very exciting innovation and a really novel example of how personalised technology can support the public in making healthier choices.  We know how difficult it can be at times to make healthy choices, particularly when doing our grocery shopping, so we welcome innovations which try to support that.  DnaNudge provides a new approach to encourage us to change our shopping behaviour, by offering ground-breaking technology which optimises food choices based on an individual’s own unique genetic profile, as well as their level of activity.  We think this has huge potential to change shopping behaviour in the future, and to encourage us all to make healthier choices; all of which is important if we are to turn the tide in preventing and managing major health issues such as obesity and Type II diabetes.”

Ends---

Notes to editors

The new DnaNudge store is located at:

30 James Street
Covent Garden
London
WC2E 8PA

About DnaNudge (http://www.dnanudge.com

DnaNudge is the world’s first service to use your own DNA plus your lifestyle to nudge you towards healthier choices each time you shop.

Following a quick and simple DNA test at our flagship store in London’s Covent Garden, you can start using your wrist-worn DnaBand to scan product barcodes and discover whether a food product is “red” or “green” for you.  If the product is indicated as “green”, you’re good to go.  If the product is “red”, your DnaNudge App will display a range of personalised recommended alternatives generated by our science-led analytics based on world-class research.  The DnaBand also incorporates a physical inactivity monitor, enabling the App to adapt its recommended product choices based on your inactivity levels, helping to keep your DNA healthy. With NudgeMatch, you can even tap DnaBands with your friends and see which DNA traits you have in common.

Everyday, small product swaps can lead to big, positive changes to your health over the long term. No more impossible diets or best intentions – just realistic, actionable, personal DNA and lifestyle-based recommendations when you’re shopping.

 

 

 


For further information please contact:
PRESS CONTACT for DnaNudge: Nicky Denovan EvokedSet Email: nicky[@]evokedset[dot]com Mobile: +44 (0)7747 017654

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