World’s first retail 20-minute Express DNA Test in exclusive trial at selected Holland & Barrett UK stores

DnaNudge’s cheek swab DNA test delivers in-store results in just minutes – unlocking genetic insights for healthier skin and better sleep

August15^th 2024 – Medical and consumer genetics testing innovator DnaNudge today announces that it has launched an exclusive trial of its world-first Express DNA Test service at selected Holland & Barrett stores in the UK – offering on-the-spot genetic insights for skin and improved sleep. The in-store test, which delivers results securely to a customer’s smartphone in just 20 minutes, is available now at leading health and wellness retailer Holland & Barrett’s stores in Chelmsford, Bluewater, Birmingham Bullring, Edinburgh (Princes Street) and Oxford (Queen Street).

The new Express DNA Test retails at £30 and focuses on individual genetic traits for Oxidative Stress and Caffeine Metabolism. Following a quick and easy cheek swab, DnaNudge’s award-winning Lab-in-Cartridge system and miniaturised NudgeBox technology analyses specific genes that influence how quickly an individual can clear caffeine from their system (whether a ‘fast’ or ‘slow’ caffeine metaboliser), as well as the impact of oxidative stress on their skin. The digitised results – delivered privately via email and to the DnaNudge mobile app – enable customers to be guided by their DNA towards a healthy caffeine intake and timings that are right for them, plus discover how to protect their skin from premature ageing and other skin conditions. Holland & Barrett advisors are available on site to help customers use their DNA report to find bespoke product recommendations tailored to their unique biology. Express DNA Test customers also have the ability to scan facial skincare product barcodes via the DnaNudge app and match products to their personalised requirements for antioxidant properties.

The new 20-minute test is exclusive to Holland & Barrett and is a specially developed version of the DnaNudge test. Holland & Barrett customers who purchase the Express DNA Test can upgrade to the full Nudge tests – including Nutrition Nudge product scanning capabilities for over 500,000 UK products – with an exclusive upgrade discount redeemable at the DnaNudge website store.

Commenting on the service launch, Holland & Barrett’s Head of Format, Andrew Jones said: “As a leading health and wellness retailer, Holland & Barrett is transforming to be a destination for wellness solutions that are rooted in science. We know that our customers are increasingly looking for personalised, advice to help positively manage their wellness, and we’re delighted to be bringing this cutting-edge technology for our customers to use to help them understand more about how they can positively impact their health through nutrition and lifestyle changes.”

Regius Professor Chris Toumazou FRS, co-founder and President of Technology for DnaNudge, said: “Having introduced the first on-the-spot consumer genetics services in a retail setting anywhere in the world, we have now innovated one step further with this industry-first Express DNA Test. Holland & Barrett and DnaNudge share a mutual passion for opening up access to true product and service personalisation for retail customers. With this new superfast in-store test, we are making it even easier for consumers to make the right food and skincare decisions for their unique genetics, empowering people with new levels of knowledge to positively impact and proactively improve their health and wellbeing.”

ENDS

About DnaNudge (http://www.dnanudge.com)
DnaNudge is the developer of the world’s first services to use consumers’ own DNA plus lifestyle factors to nudge people towards healthier choices while shopping. DnaNudge’s services analyse and map users’ genetic profile to key nutrition-related health traits – including obesity, diabetes, hypertension and cholesterol – plus skin-related conditions, enabling customers to be guided by their DNA towards healthier, more personalised product choices as they scan and shop. The service has been developed by world-renowned biomedical engineer Regius Professor Chris Toumazou FRS and published geneticist Dr Maria Karvela.

DnaNudge successfully adapted this ground-breaking DNA testing service created to address the epidemic of obesity and Type 2 diabetes for the fight against a pandemic, with the development of the rapid, lab-free CovidNudge RT-PCR test. CovidNudge can accurately detect COVID-19 and other viruses in around an hour, without the need for a laboratory, and is in use in international healthcare settings.

About Holland & Barrett 
For 150 years, Holland & Barrett has been at the forefront of wellness. We never tire of seeking out new ways to improve our offering, and use our 150 years’ expertise to innovate, curate, invest, partner and train our colleagues to bring the very best and latest in wellness to our customers. You could say we are the ultimate wellness champions, empowering people to take control of their health & wellness.

Holland & Barrett is the UK’s leading wellness retailer and one of the largest in Europe. We make health and wellness a way of life for everyone, with a leading range of own brand, innovative vitamins, supplements, specialist foods, sports nutrition, and conscious beauty brands.

Established in 1870, Holland & Barrett has been trusted for wellness for over 150 years. Holland & Barrett has a retail presence of more than 1000 stores across 19 countries worldwide, including over 00 in the UK and Ireland, as well as a rapidly expanding e-commerce business. Holland & Barrett’s colleagues are “qualified to advise” with in depth training in nutrition and supplements to give accessible personalised advice to customers on their individual needs.

PRESS CONTACTS

For DnaNudge:
Nicky Denovan, EvokedSet PR
Email: nicky[at]evokedset[dot]com
Phone: +44 (0) 118 328 2916