Holland & Barrett

    DnaNudge - A little daily nudge can make a major impact

    Changing your day-to-day lifestyle might sound overwhelming, but what if the answer was hidden in your DNA? Unlock the secrets of your genes and let your own DNA nudge you towards smarter product choices every day. The DnaNudge service encourages you to make small, personalised swaps to products better suited to your biology, which will make a big difference over time. It’s the Nudge that makes the difference.

    DnaNudge provides a simple, actionable smart shopping service accessible via the DnaNudge app. Our revolutionary app is your personal shopping assistant, matching your personal DNA Report to thousands of foods and facial skincare products - including your Holland & Barrett favourites – and ensuring you have the best of the best personally recommended for you.

    How does DnaNudge work?

    Getting started with DnaNudge begins with a quick swab and in no time, you will be shopping with your DNA!

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    You will do a simple DNA swab – just 30 seconds on the inside of your cheek

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    Your swab is then inserted into our, award-winning ‘lab-on-a-chip’, DnaCartridge

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    Your DnaCartridge is then placed into our portable PCR machine, that we call our NudgeBox

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    The NudgeBox analyses your sample and unlocks the secrets within your DNA.

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    In just 90 minutes your results are sent directly and securely to your smartphone.

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    Your sample is then destroyed, maintaining total confidentiality

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    Start shopping. It’s easy – simply scan the product barcode to see if it’s red or green for you. If it’s red, don’t worry; we’ll always show you green alternatives, so you can still enjoy the products that you love

    Nutrition Nudge - Personalised food recommendations

    Nutrition Nudge is not a diet. It’s small, personalised swap recommendations, based on your unique genetic profile. Our nutrition test looks at your genetic predisposition for a number of diet-related health conditions and maps those predispositions back to different elements of food products. Your unique DNA results and recommendations are linked to the following macronutrients and nutrition-related health traits:

    • Calories
    • Carbohydrates
    • Fat
    • Sugar
    • Saturated fat
    • Salt
    • Caffeine metabolism

    Following your quick and simple DNA test (just a cheek swab), your personal results are securely detailed in your personalised DNA Report, using an easy-to-understand traffic-light scale. Our goal is to help you make healthier product choices in any food group you select, based on your individual genetic risks, simply by scanning a product barcode while you shop. With Nutrition Nudge, you decide what you want to eat – we simply nudge you towards healthier food choices, based on your own DNA. It’s nutrition made personal.

    Skincare Nudge - Personalise your skincare and unlock the secrets within your skin

    Your skin knows what it wants to be looking and feeling its best, so why not give it what it needs? Our Skincare Nudge service analyses and maps users’ genetic profiles to different elements of skin biology and ageing. We examine specific genes that are associated with skin health and assess your individual risk to the following skin concerns to deliver personalised facial skincare product recommendations:

    • Loss of hydration
    • Oxidative stress
    • Collagen degradation
    • Photoageing
    • Deep wrinkles
    • Fine lines
    • Skin irritation
    • Eyelid sagging

    No more marketing hype or trial and error – just personalised, DNA-based product recommendations unique to your skin. It’s skincare made personal.