Waitrose and John Lewis test out DnaNudge pop-ups
Waitrose has launched a DNA pop-up service in its Canary Wharf, London store, with the aim of helping shoppers to make healthier choices.
The technology - from DnaNudge - works by by taking an on-the-spot, one-time use cheek swab which, when tested in the brand's patented NudgeBox, will generate a personalised DNA report for the user based on key nutrition-related health traits.
Users are then able to start using the DnaNudge smartphone app or wrist-worn DnaBand to scan over 500,000 food and drink product barcodes and assess a product's suitability based on their personal genetic profile. The DnaBand will flash green if it is a good match for their DNA, red if it isn’t, and the app will recommend alternative green product swaps in the same category that would be more healthy for them.
The pop-ups - with another located in the John Lewis store in London’s White City - will run for three months initially, with experts from DnaNudge on hand to help shoppers with the technology. The company is selling a complete ‘Nutrition Package’ - comprising DNA test, DnaBand with charger and lifetime subscription to the DnaNudge app - for £120.
Moira Howie, Nutrition and Health Manager at Waitrose, says: “Retailers have an important role to play in helping shoppers who want to be healthier, so we are pleased to be teaming up with DnaNudge to offer this new technology that enables customers to make more informed choices based on the dietary aspect of their DNA.”
