Waitrose and John Lewis are offering shoppers the opportunity to try the world’s first in-store genetic test that claims to help people make healthier food and drink choices based on their DNA and lifestyle.
DNA testing start-up DnaNudge opened pop-ups in Waitrose Canary Wharf and John Lewis White City earlier this week. The technology works by taking an on-the-spot cheek swab, which is then tested by brand’s patented NudgeBox. This then generates a personalised DNA report for the user based on key nutrition-related health traits.
Once tested, users are able to start using the DnaNudge smartphone App or wrist-worn DnaBand to scan over 500,000 food and drink product barcodes and assess a product’s suitability based on their personal genetic profile. The DnaBand will flash green if it is a good match for their DNA, red if it isn’t, and the App will recommend alternative green product swaps in the same category that would be more healthy for them based on their own DNA.
The technology is built around the idea that regular gentle ‘nudges’ in the right direction, based on personalised DNA and lifestyle, can lead to positive health changes over time. The DnaBand also features a physical inactivity monitor, which glows amber when the user has been inactive for too long during the day.
The pop-ups will be in the London stores for three months initially, with experts from DnaNudge on hand to help shoppers with the technology. The company is selling a complete ‘Nutrition Package’ – comprising a DNA test, DnaBand, and lifetime subscription to the DnaNudge App – for £120.
Moira Howie, Nutrition and Health Manager at Waitrose & Partners, said: “Retailers have an important role to play in helping shoppers who want to be healthier, so we are pleased to be teaming up with DnaNudge to offer this new technology which enables customers to make more informed choices based on the dietary aspect of their DNA.”
Peter Cross, Customer Experience Director, John Lewis & Partners, added: “We’re always looking for ways to make our customers’ shopping experience more personalised and relevant to them which is why we’re pleased to give them an opportunity to make more informed purchasing decisions based on their own DNA.
“This technology currently helps our customers make healthier decisions about the food they purchase but it could also have the potential to broaden out into categories such as skincare in the future.”
DnaNudge stated that it plans to extend its DNA-personalised services into other areas over the coming months.