Tuesday 6th June, 2017
DNAFit and Vita Mojo team up to offer the world’s first restaurant
menus designed for personal customer DNA
DNAFit has partnered with Vita Mojo restaurants to create the world’s most personalised
restaurant menu, exclusively tailored to each customer’s DNA.
For the first time ever, customers will be able to visit their local branch of Vita Mojo and order a
bespoke meal that has been especially designed to match their individual tastes, lifestyle goals
and their personal genetic make-up. Taking into account factors such as individual
macronutrient and ingredient needs, each meal is prepared within 5 minutes and available to
eat-in or take-away for time poor but health conscious customers.
The new collaboration is the ultimate facility for busy customers who want to make the most
informed possible decisions about their diet and nutrition, but whose busy lifestyle challenges
their ability to do so on the move.
The pioneering service has been made possible thanks to a unique partnership between Vita
Mojo, whose network of restaurants where founded on the back of a mission to help
customers create more personal healthy meals, and leading health and fitness genetics brand
DNAFit. Since 2013 the company has used a saliva swab test to help match both ordinary
consumers and elite sportspeople to the diet and training programmes that best suit their DNA.
How it Works:
1. Customers complete a swab test which is sent off to DNAFit for analysis.
2. DNAFit generates a personal diet recommendation report outlining each individual
response to certain genetic factors, including macronutrient need, saturated fat
response and carbohydrate sensitivity, which is set in the context of the lifestyle goals
of the individual
3. Vita Mojo takes this unique blueprint and, using its proprietary algorithm, creates a
number of recommended meals that match the individual’s needs and goals
[Example: A customer recommended to follow a ‘Mediterranean macronutrient split’
may select Turkey with Broccoli, Kale & Sweet Potato Mash]
4. Customers log-in via the smartphone app, or in-store tablets, to place their personal
order for each day
In the last year, Vita Mojo has shaken up the London’s restaurant scene with their quick
service, delicious, ultra-personalised meal options, designed by ex Tom's Kitchen Head Chef,
Paul Davies and top nutritionists.
On that back of this new partnership with DNAFit, Vita Mojo has entered into a new round of
crowdfunding via Crowdcube, to help them take personalised food to the next level.
https://www.crowdcube.com/companies/vita-mojo-international-ltd/pitches/qayVBq#
For DNAFit, the link-up is the latest move in a year which recently saw the launch of the new
“Meal Planner” app, which allows their customers to receive recipes and shopping lists that are
personally tailored to their own DNA.
Avi Lasarow, CEO of DNAFit said:
“We are delighted to be working with a brand such as Vita Mojo, who match our values in
wanting to give our consumers the help and information they need to live the lifestyle that
matches their diet and fitness goals. This is an exciting first step in our partnership, and we
look forward to creating the most personalised menu possible for all of our customers.”
Nick Popovici, CEO of Vita Mojo said:
“Vita Mojo is a first-to-market, award winning restaurant and technology chain excelling in a
saturated restaurant market due to its USP: personalisation. Vita Mojo combines the knowhow of a nutritionist, chef and special propriety algorithm to offer customers over 9 billion
delicious menu options – a personalised meal for everyone on the planet. We're delighted to
have partnered with DNAFit to change the landscape of eating out. Customers have the
freedom to personalise by flavour, by ingredient, by quantity, by macronutrients (fat, carbs and
protein), by diet and by goals and now their DNA.”
For more information on the partnership, please view the launch video here:
https://vimeo.com/218765694
DNAFit tests can be bought online at www.dnafit.com
- Ends For more information on DNAFit, please contact:
Donald Parish / 078162 79101 / [email protected]
Download Imagery and Assets: Xxxxx
Notes to Editors:
About DNAFit:
DNAFit is a UK based genetics company that reports on genetic markers related to fitness and nutrition.
DNAFit adheres to a strict code of practice, which can be viewed here:
https://www.dnafit.com/who-we-are/
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 http://biolsport.com/text.php?ids=101125
It’s also available in full
here. https://www.dnafit.com/downloads/DNAFit%20Clinical%20Study%20VV1.pdf
Recently DNAFit was ranked 8th in the Top 10 Most Innovative Companies in Data Science according
to FastCompny, the top 4 comprising Netflix, Spotify, WeWork and Fouresquare).
https://www.fastcompany.com/most-innovative-companies/2017/sectors/data-science