Value proposition

Nudging your everyday choices through your DNA plus your lifestyle. Buy in-store and online now.

DnaNudge is the developer of the world’s first service to use consumers’ own DNA plus lifestyle factors to nudge people towards healthier choices while shopping. The DnaNudge service analyses and maps users’ genetic profile to key nutrition-related health traits such as obesity, diabetes, hypertension and cholesterol, enabling customers to be guided by their DNA towards healthier eating. The service has been developed by world-renowned biomedical engineer Regius Professor Chris Toumazou FRS and published geneticist Dr Maria Karvela.

This ground-breaking in-store DNA testing service created to address an epidemic – obesity and Type 2 diabetes – has now been successfully adapted for the fight against a pandemic, with the development of the rapid, lab-free CovidNudge RT-PCR test. CovidNudge can accurately detect COVID-19 and other viruses in just over an hour, without the need for a laboratory, and is now in UK NHS roll-out.


genetics, consumer healthcare, healthtech, wearables, apps, electronics, consumer electronics, diagnostics, healthtech, digitalhealth, consumer genetics, medical devices, medical technology, and healthcare technology