“SHOP WITH YOUR DNA” DEBUTS AT CES

DnaNudge’s world-first DNA-based service for healthier food choices makes US debut at world’s biggest consumer tech show – CES 2020

CES visitors can explore on-the-spot DNA testing, App and DnaBand with inactivity monitoring to “nudge” healthier choices based on your DNA

CES 2020, Las Vegas, United States, January 2nd 2020 – DnaNudge makes its US debut this week, bringing to CES 2020 its game-changing concept in consumer technology – the ability to “nudge” towards healthier food shopping choices based on your unique DNA plus your lifestyle.  DnaNudge is previewing its solution exclusively to invited media at the CES Unveiled event – Sunday 5 January, 5-8.30pm, Shoreline Exhibit Hall, Mandalay Bay – and then showcasing its ground-breaking innovation throughout CES at booth #44316 (Health and Wellness, Sands A-D, 7-10 January 2020).  The solution will be commercially launched in the US during 2020, followed by a full international roll-out.

Following the world’s first on-the-spot DNA test, DnaNudge allows you to scan food products as you shop, using your wrist-worn DnaBand – and instantly discover which products are best for your unique genetic makeup. The DnaBand also monitors physical inactivity, enabling the DnaNudge App to dynamically adapt its recommended product choices based on your levels of inactivity – delivering DnaNudge’s “Eat Right, Move More” vision to consumers in real-time.

DnaNudge arrives at CES 2020 with on a wave of industry excitement generated across the globe by the successful launch in November of its world-first flagship store in London’s Covent Garden, plus the announcement of an industry-first retail partnership with major UK supermarket retailer Waitrose & Partners and department store chain John Lewis & Partners.

The DnaNudge service has been developed by world-renowned biomedical engineer Regius Professor Chris Toumazou from Imperial College London together with published geneticist Dr Maria Karvela.

Commenting on its international launch at CES, Professor Chris Toumazou, CEO and co-founder of DnaNudge, said: “We're pleased to be participating in CES for the first time, presenting our world-first DnaNudge service to a US and global audience. Following a successful UK retail launch at the end of 2019 – with the opening of our flagship, experiential store in London's iconic Covent Garden and our first pop-up counters in both a supermarket and department store environment – we're quickly accelerating our plans for entering new retail markets. CES gives us the perfect international platform to showcase our “Shop with your DNA” technology and “Eat right, move more” message for healthier food choices to a global consumer. The future holds exciting opportunities for DnaNudge as we extend our DNA-personalised services into other areas of health & wellbeing – such as skincare and vitamins & supplements – over the coming months.”

The DnaNudge service is clear and easy to use. First, a quick test – based on a one-time-use cheek swab sample – analyses and maps your genetic profile to key nutrition-related health traits.  With the results of this test, you can start using your DnaNudge smartphone App or wrist-worn DnaBand to scan product barcodes, and discover whether a food product is “red” or “green” for you.  If the product is indicated as “green”, you’re good to go.  If the product is “red”, your App will display a range of personalised recommended alternatives generated by our science-led analytics based on world-class research.  The DnaBand also incorporates a physical inactivity monitor, enabling the App to adapt its recommended product choices based on your inactivity levels with an amber warning, helping to keep your DNA healthy.  These everyday, small swaps – for example, “nudges” to buy a breakfast cereal that contains fewer calories or less sugar – can lead to big, positive changes to health over the long term. 

With the colour-customisable DnaBand with DnaCapsule, you can wear your digital DNA, enabling you to:

1. Scan products – flashing red or green to tell you if it’s a good match for your biology
2. Monitor your inactivity – the DnaNudge App generates your ‘Green DnaBar’, which turns amber when you’ve sat for too long, encouraging you to move around
3. NudgeMatch with friends, to see which DNA traits you have in common
4. NudgeShare with family, helping select the right products for the whole family

The nutrition test, service and DnaBand – comprising DnaBand, DnaCapsule and charger – retails at around $160 (£120). The App is free to download from the App Store, Google Play or directly from the DnaNudge website.

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Notes to editors

About DnaNudge (https://www.dnanudge.com)

DnaNudge is the world’s first service to use your own DNA plus your lifestyle to nudge you towards healthier choices each time you shop.

Following a quick and simple DNA test at our flagship store in London’s Covent Garden, you can start using your wrist-worn DnaBand to scan product barcodes and discover whether a food product is “red” or “green” for you.  If the product is indicated as “green”, you’re good to go.  If the product is “red”, your DnaNudge App will display a range of personalised recommended alternatives generated by our science-led analytics based on world-class research.  The DnaBand also incorporates a physical inactivity monitor, enabling the App to adapt its recommended product choices based on your inactivity levels, helping to keep your DNA healthy. With NudgeMatch, you can even tap DnaBands with your friends and see which DNA traits you have in common.

Everyday, small product swaps can lead to big, positive changes to your health over the long term. No more impossible diets or best intentions – just realistic, actionable, personal DNA and lifestyle-based recommendations when you’re shopping.

PRESS CONTACT for DnaNudge:

Nicky Denovan
EvokedSet
Email: nicky[@]evokedset[dot]com
Mobile: +44 (0)118 328 2782

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