YO! Sushi launch ‘genetically tailored nutrition' offering with DNA testing
The YO! Dinner Yo! Way scheme, in partnership with genetic testing firm DNAFit, will bring personalised health food to the sushi brand's offering, tailoring dish recommendations based on genetic sensitivities. The scheme is currently being offered as a free service for a small number of selected applicants.
Customers will be given a home testing kit, before being told the kinds of foods to consider avoiding or eating more of based in DNAFit's analysis. It comes as DNA home-testing becomes easier and more affordable, with several firms utilising the technology to offer services like dietary advice and hereditary information.
Chief executive of DNAFit Avi Lasarow said:"There is no such thing as a one-size-fits-all approach to diet and nutrition, and it is excellent to see YO! embrace the potential of a DNA-guided menu. We know that personalisation is becoming increasingly important to so many decisions we make each day as consumers, and YO! Dinner, YO! Way will get diners one step closer to living their best possible life."
The new scheme follows a future trends report commissioned by the YO! Sushi brand which identified a growing interest in hyper-personalised offerings and DNA-based diets. While smaller scale operations such as London's three-site Vita Mojo currently run food offerings led by personalisation with the option of DNA-tailored services, the approach is yet to be rolled out on a national scale.
Marketing director at YO! Sushi Luisa Fernandez said:"DNA dining is just the start of food personalisation and we're very excited to bring it to the mainstream with DNAFit's award-winning technology."Get The Caterer every week on your smartphone, tablet, or even in good old-fashioned hard copy (or all three!).