Personalized supplement platform Nutri-Genetix eyes global expansion following investment

10 May 2021 --- UK-based Nutri-Genetix (NGX) is scaling up its “world first” personalized supplementation service, which analyzes consumers’ DNA before tailor-making snacks and shakes according to their individual genetic makeup.

The company recently landed £50,000 (US$70,500) for 15 percent of the business from British investors on the Dragons’ Den television show. The funds will be used as a springboard for global reach. 

The NGX service works by taking a swab from the inside of the user’s cheek before sending it off for a genetic test, which is run to identify their optimal dietary needs. Customized shakes are then delivered to their homes. 

Jeremy Poland, co-founder and CEO of NGX, tells NutritionInsight the company is expanding with “high double-digit month on month growth.”

“My genes revealed insights about my physique and nutritional requirements that I could never have understood normally. And from here came the idea and collaboration to create a DNA-based nutritional shake that offers the potential to optimize your health.”

The idea comes as industry continues to see steady growth in personalization, reflected both in research and NPD. Innova Market Insights pegged “Tailored to Fit” as a top trend for 2021, noting technological advances allow for bespoke solutions in the health market. 

Jeremy Poland CEO and co-founder of NGX.From lab to shaker
The ratio of macronutrients (proteins, carbohydrates and fats) and micronutrients (vitamins and minerals) in each of NGX’s shakes are designed to optimize muscle performance and maximize fat loss, says the company. 

This is achieved through lab analyses run on over 30 single-nucleotide polymorphisms (SNPs) – genetic variations that determine a consumer’s ability to absorb certain nutrients. 

The analyses also test sensitivities to certain food groups like fat, carbs, gluten and caffeine, along with the body’s detoxification process.

An in-depth report is then produced for each person, highlighting key categories, including energy levels, muscle recovery, cognitive focus, caffeine energy, hair and skin. 

Natural dietary sources are then blended into a daily shake that satisfies the determined personal daily nutrition requirements. 

“Our next phase for the customer nutrition report is to translate into an online portal. We have a roadmap for expanding the level of personalization, including looking at things like the gut microbiome,” says Poland. 

All NGX products are made from naturally sourced, vegan-friendly, non-GMO ingredients and contain no artificial sweeteners, flavors or coloring. They are also free from all known allergens, including soy, lactose and gluten.

Personal tastes
Once consumers have had their DNA tested in NGX’s London-based lab, a choice of supplement options are made available, with flavoring designs open. The NGX DNA kit and BodyFuel supplement.

The NGX BodyFuel product comes unflavored, with two flavor add-ons. The first is an antioxidant, fiber and vitamin-rich SuperBerry, while Cocoa & Coconut is a chocolate flavor with fats and the nourishment of raw cacao powder and coconut extract. 

Customers are advised to take 70 g of NGX BodyFuel per day, alongside a balanced diet, to hit their personal Reference Intake (the standard nutritional Reference Intake adjusted to meet their unique requirements).

The NGX PowerPack, a blend of protein, carbohydrate and vegan-friendly creatine, is marketed for consumers looking to build muscle post-workout. 

To achieve optimal results, customers are advised to take 35 g of NGX PowerPack immediately after their workout, in addition to their regular daily use of NGX BodyFuel.

While the company’s focus is currently on younger, fitness-oriented consumers, Poland says it is suitable for well-being at any age. 

By Louis Gore-Langton