World’s first retail 20-minute Express DNA Test in exclusive trial at selected Holland & Barrett UK stores
August 15th 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.”
