DnaNudge launches pop-up at John Lewis & Partners Kingston

DnaNudge, developer of the service to use consumers’ own DNA plus lifestyle factors to nudge people towards healthier choices while shopping, has launched a new pop-up service at John Lewis & Partners Kingston in Surrey. Shoppers at the Kingston-upon-Thames shop will be able to visit the in-store DnaNudge pop-up and explore the world’s first in-store genetic test – the results of which enable you to “shop with your DNA” by scanning food and drink items to see which products offer the best match for your unique biology.

The DnaNudge service is currently available at a pop-up concession in John Lewis & Partners White City and has previously been available at Waitrose & Partners Canary Wharf in London, as well as DnaNudge’s own flagship store in Covent Garden. The new John Lewis & Partners Kingston pop-up concession will be in store for three months, with dedicated experts from DnaNudge on hand throughout to help customers start their “Eat Right, Move More” journey. To ensure the safety of customers and to enable social distancing, the DNA test is being offered as an at-home testing kit, available to purchase in-store. Customers provide their cheek swab sample in the privacy and safety of their own home and post the sample back to DnaNudge prepaid, for processing in just over an hour. The results of the genetic test are synched to the DnaNudge App via the cloud and customers can begin using the service immediately.

The DnaNudge service was recently ranked number one for innovation in the annual Retail Insider ‘Digital Retail Innovations’ report for 2020, heading up a global list of the Top 60 digitally-driven retail innovations.

How it works

Once results are available, they are loaded onto a personalised DnaCapsule (your wearable ‘digital DNA’) and your unique DNA report is uploaded to your DnaNudge App, which shows some of your genetic predispositions and risk levels – red, amber or green – to a number of nutrition-related health traits. Each time you scan a food product while shopping, using either your wrist-worn DnaBand or your smartphone, the App generates personalised product recommendations and suggestions for healthier ‘swaps’ based on your own DNA.

To help you monitor your lifestyle, the DnaBand incorporates a physical inactivity monitor, which glows amber when you have been inactive for too long. This inactivity changes the recommendations in the App – a product that was green may now show amber, and to get back to green you need to move a little. The DnaNudge App also generates your personal ‘Green DnaBar’, which turns amber as a result of too much sitting time, nudging you to get up and move around to return to green.

Finally, the NudgeShare facility allows users to shop for the whole family based on group profiles, and the NudgeMatch function enables friends to match and see which DNA traits they have in common. The complete DnaNudge ‘Nutrition Package’ – comprising Nutrition Test, wearable DnaBand, DnaCapsule and Charger – retails at £120.

Professor Chris Toumazou, Regius Professor of Engineering at Imperial College London and CEO and co-founder of DnaNudge, comments: “For many of us, maintaining a healthy diet and lifestyle has never been more important or front-of-mind than during this extraordinarily challenging time for public health. We are so pleased to be bringing our DnaNudge nutrition service in-store to John Lewis & Partners Kingston, and supporting people to make healthier decisions – personalised to their unique genetic profile – each and every time they shop.”

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