i3 - January/February 2020 - 101

Eat right, move more.
Shop with your DNA.
We all know that diets don't really work, and that "the
usual guidelines" about healthy eating are too easily
ignored. Because of this, we're facing a global epidemic rise
in obesity, Type II diabetes and hypertension. Something has
to change.
DnaNudge is the world's first in-store genetic service that
"nudges" you to make healthier food shopping choices
based on your unique DNA, plus your lifestyle. Developed
by world-renowned biomedical engineer Regius Professor
Chris Toumazou from Imperial College London and published
geneticist Dr Maria Karvela, DnaNudge is an entirely new
way of thinking about what we're eating and how much we're
moving, making a big impact through everyday small changes.

The starting point is a breakthrough on-the-spot genetic test
- available at our flagship store in London's Covent Garden,
which provides an insight into your risk of developing key
nutrition-related health conditions. With the results of this
test, you can start using your wrist-worn DnaBand to scan
product barcodes in supermarkets, and discover whether a
food product is "red" or "green" for your own biology. 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 alternatives generated by our science-led
analytics, based on world-class research.
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
time. You can tap DnaBands and NudgeMatch with friends
to see which DNA traits you have in common and through
NudgeShare, select products that are healthiest for the whole
family.

But genetics is just one side of the story. Your inactivity
levels (sedentary or sitting time), play a crucial role in
determining your overall health. That's why we've incorporated
physical inactivity monitoring into our DnaBand - mapped to
your personal 'Green DnaBar'. If you've been sitting for too
long, your Green DnaBar will turn amber - meaning that your
healthier green products will now scan amber and be slightly
less healthy for you, until you get up and start moving a little.
Amber will then go back to green.
Our message is simple: eat right, move more. Through this
powerful combination of genetics plus lifestyle, all of us can
transform our shopping behaviour and long-term health, one
nudge at a time. That's DnaNudge.

Visit us at CES 2020: Booth #44316
Sands A-D, Health & Wellness



i3 - January/February 2020

Table of Contents for the Digital Edition of i3 - January/February 2020

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