Holland & Barrett is trialling express DNA tests in selected stores as part of a partnership with genetics testing specialist DnaNudge. The retailer says the test offers “on-the-spot genetic insights for skin and improved sleep”. 

The in-store test, which delivers results securely to a customer’s smartphone in just 20 minutes, is available now at H&B’s stores in Chelmsford, Bluewater, Birmingham Bullring, Edinburgh (Princes Street) and Oxford (Queen Street).

The new Express DNA Test retails at £30 and focuses on individual genetic traits for oxidative stress and caffeine metabolism. Following a quick and easy cheek swab, the test technology analyses specific genes that influence how quickly an individual can clear caffeine from their system (whether a ‘fast’ or ‘slow’ caffeine metaboliser), as well as the impact of oxidative stress on their skin. The digitised results – delivered privately via email and to the DnaNudge mobile app – enable customers to be guided by their DNA towards a healthy caffeine intake and timings that are right for them, plus “discover how to protect their skin from premature ageing and other skin conditions”.

Holland & Barrett says advisors will available on site to help customers use their DNA report to “find bespoke product recommendations tailored to their unique biology”.

Commenting on the service launch, Holland & Barrett’s head of format, Andrew Jones said: “As a leading health and wellness retailer, Holland & Barrett is transforming to be a destination for wellness solutions that are rooted in science. We know that our customers are increasingly looking for personalised, advice to help positively manage their wellness, and we’re delighted to be bringing this cutting-edge technology for our customers to use to help them understand more about how they can positively impact their health through nutrition and lifestyle changes.”