Holland & Barrett Rolls Out Genetic Testing Trial In Stores

Leading British health and wellbeing store Holland & Barrett has announced it's introducing genetic testing at its flagship store in London to help customers make better informed product purchase choices. The trial comes as part of a collaboration with genetics startup DnaNudge, a consumer genetics testing innovator founded in late 2020 during the COVID-19 pandemic specialising in DNA testing.

DnaNudge's revolutionary Nutrition and Skincare genetics services are now on offer at Holland & Barrett's Marble Arch store – its 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. The addition of this new high-street brand concession at Holland & Barrett's flagship store enhances DnaNudge's retail footprint across the capital.

Commenting on the service launch, Holland & Barrett's Head of New Wellness Partnerships, Cal Price said: "We're excited to trial this 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".

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, commented: "We are extremely proud and pleased to offer DnaNudge's services in Holland & Barrett – an iconic high-street brand and one of the UK's leading wellness retailers. Empowering people to take small but positive steps towards better health – today and tomorrow – is the driving mission behind the DnaNudge service. 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."