DNA testing start-up DnaNudge has opened its first store in London’s Covent Garden, offering shoppers genetic testing to better understand their dietary needs.
The store, which opened this week, allows customers to participate in an in-store DNA test, taken by swabbing the inside of their cheek with a cotton bud.
The DNA collected is then used to give users a guide to which food items they should purchase based on their genetic predisposition to a variety of factors ranging from risk of obesity, high blood pressure or the time it takes them to metabolise caffeine, within an hour of having their cheek swabbed.
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