Thursday 19thOctober, 2017
DNAFit’s ANDREW STEELE JOINS SPEAKERS AT THE FUTURE FOOD TECH SUMMIT 2017 IN LONDON
UK based genetics company DNAFit joined some of the leading voices in food today, as Head of Product Andrew Steele addressed delegates at the Future Food-Tech Summit 2017 in London. Speaking at The Tower Hotel in London’s St Katherine’s Docks, Steele outlined the opportunity for the food community to embrace the emerging consumer thirst for ultra-personalised nutrition.
Now in its second year, Future Food-Tech, London 2017 brings together investors, start-ups, and food ingredients manufacturers to explore ideas and opportunities for exciting new innovation and alliances within the industry. Across two days of speaking opportunities and workshops, this year’s event focussed on bridging the gap between food, health and the medical system, as well as how new approaches to consumer engagement can deliver affordable nutrition on a global scale.
Speaking on Day One of the conference, Andrew Steele outlined to the attendees the scale of the opportunity for increased personalisation, and the importance of continued work in this space. Amongst the key points delivered:
- The need for industry to consider the effectiveness of Recommended Daily Allowances (RDAs), based on the ‘average’ advice only being relevant to a person who falls in that specific bracket
- Consideration of the different forms in which food personalisation already exists within the industry, but often in an unstructured and un-marketed way
- The opportunity to explore further how genes play a key role in the whole consumer journey. From genes such as PVSS2 that impact choice preferences, to those that control taste receptors, and the likely physiological effects unique to each individual
- Challenge to the industry to identify different behavioural choices that people make, and market to them based on their profile
- Call out to explore the potential to identify individual taste preferences, and consequentlytailor the ingredients of a particular products for them
- Reflection on the future ambition for producers to make foods with a better targeted health response, based on the knowledge of ultra-personalised individual advice
Andrew Steele, Head of Product, DNAFit said;
“I’m proud that DNAFit was invited to be a part of this excellent event, to be able to share our thinking with so many esteemed and influential industry leaders. The subject of nutrition personalisation is an increasingly hot topic within the industry, and at DNAFit we believe the time is now for us all to drive this forward. My vision is to ensure that our customers are able to make better educated decisions that they can fully own, and then encourage them to stick to them in a more sustainable way.”
AviLasarow, CEO, DNAFitsaid;
“DNAFit continues to participate in educating the wider consumer for the benefit of personalisation in the industry.”
DNAFit is a market leader who study genetics to help match both ordinary consumers and elite sportspeople to the diet and training programmes that best suit their DNA.
Recently DNAFit was ranked 8th in the Top 10 Most Innovative Companies in Data Science according to FastCompany, the top 4 comprising Netflix, Spotify, WeWork and Foursquare). The brand also won top prize for Athlete Welfare product at the recent Sports Technology Awards, as well as being shortlisted for the Cutting Edge award at the BT Sports Industry Awards 2017.
DNAFit tests can be bought online at
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For more information please contact / 078162 79101
Notes to Editors:
About DNAFit:
DNAFit is a UK based genetics company that reports on genetic markers related to fitness and nutrition.
“Since we began in 2013, we’ve taken cutting edge science out of the laboratory and into the hands of tens of thousands of people, helping them understand how their DNA affects their response to exercise and nutrition changes, to change the way we train and eat, one DNA sample at a time.”
DNAFit adheres to a strict code of practice, which can be viewed here:
*The DNAFit study is ‘A genetic-based algorithm for personalized resistance training’ by Jones N, Kiely J, Suraci B, Collins DJ, de Lorenzo D, Pickering C, Grimaldi KA. Biol Sport. 2016;33(2):117-126 and can be downloaded at
It’s also available in full here.