dnaNUDGE becomes Member of WTN

The company is developing a disruptive new genetic testing service that empowers consumers with the information and assistive app technology to help them make the healthiest food shopping choices for their genetic characteristics. dnaNUDGE is currently trialling its solution with Imperial College London, ahead of wider commercial roll-out.

dnaNUDGE was named a finalist in this year’s World Technology Awards, held at the Los Angeles Times headquarters in December. The World Technology Awards are judged by expert WTN Fellows and presented annually to outstanding innovators who are conducting innovative and impactful work with the greatest likely long-term significance in the fields of science, technology & other related disciplines.

This year’s category winners included SpaceX (Space category – organisation), United States Secretary of State John Kerry (Policy category), and Jeff Bezos, Amazon Founder & CEO (Space category - Individual).

The membership of the World Technology Network is composed of over 1000 influential scientists, entrepreneurs, financiers, journalists, academics, policymakers, and over 200 organisations from over 60 countries – most previous nominees and winners of the World Technology Awards, which have been held since 2000. The diverse and prestigious fellowship includes artist and activist Ai Weiwei, biochemist and geneticist Craig Venter, and entrepreneur and inventor Elon Musk.

dnaNUDGE co-founder Professor Toumazou commented: “We are genuinely thrilled to have received this early recognition of dnaNUDGE’s transformative potential from the eminent World Technology Network.” He added: “We thank the WTN Fellows for this honour, and we look forward to contributing as members to the growth and success of this important community of innovators.”

dnaNUDGE CEO Dr Maria Karvela added: “We are extremely proud to have been selected as a finalist for the World Technology Awards, and to be taking our place as members of such an inspiring network.

Our ambition for dnaNUDGE is to empower consumers to make optimal choices that will, ultimately, deliver a profound impact on public health, and we are excited to explore the possibilities and discover new collaborators as part of this unique gathering of exceptional individuals and organisations.”

With a unique focus on user privacy and control of your own genetic data, dnaNUDGE harnesses the principles of nudge theory (“nudgeomics”) to power better lifestyle choices based on an individual’s unique genetic make-up. dnaNUDGE couples proprietary DNA semiconductor technology and innovative genotyping techniques with Dr Karvela’s world-first database that matches the nutritional values of manufactured food products with genetic characteristics. The result is completely personalised product recommendations towards healthier choices – a DNA “nudge” – delivered through a wearable device or a mobile app.

At a retail counter, consumers will select a DNA cartridge and input saliva via a cheek swab. The cartridge is inserted into a portable purpose-built analyser. Minute quantities of DNA will then be automatically analysed within about 15 minutes.

The results, which are entirely confidential to the user, are transmitted to the dnaNUDGE cloud database via blockchain security. These are then analysed using a secure mobile phone app which personalises your shopping experience with bespoke “scan and shop” recommendations of the products that are genetically optimal for you – at the touch of a button, and in the palm of your hand.