UK health and wellness retailer Holland and Barrett, partnered with consumer genetics testing innovator, DnaNudge, have introduced an in-store DNA testing mechanism to ‘nudge’ customers towards making lifestyle and nutrition choices based on their genetic dispositions.
Customers entering the store can have an on-the-spot rapid genetic test sampled through a cheek swab, and their genetic background will be analysed. Results of their genetic predispositions are then uploaded to a DnaBean mobile app, which will reveal a customer's unique nutrition-based and skin-related health traits. This app will allow users to scan varying products around the store to help guide them to products best suited to support their general health and well-being based on their specific needs determined by their genetic makeup.
This service is available at Holland and Barnett’s flagship store in London, and the Head of the store’s New Wellness Partnerships, Cal Price, is excited to be trialling the new innovation.
“We know that our customers are increasingly looking for information and advice to help them know where to start with positively managing their health,” said Price.
Holland and Barnett have been dubbed the world’s leading health and nutrition retailer, and co-founder of DnaNudge, Professor Chris Toumazou, comments on his own excitement at the piloting of their services to the retailer.
“We are extremely proud and pleased to offer DnaNudge’s services to Holland & Barnett,” stated Toumazou. “Empowering people to take small but positive steps towards better health is the driving mission behind the DnaNudge service.”
