The London-based start-up has secured £50,000 at BBC show Dragon’s Den
Nutri-Genetix (NGX) claims to be the world’s first genetically personalised nutrition shake and has convinced investors of BBC show Dragon’s Den that the business is worth investing in. The foodtech company walked away with a £50,000 investment for 15% of the business from Peter Jones and Touker Suleyman.
Jeremy Poland, chief executive at NGX took on the Den and presented the company to the panel. The London-based entrepreneur currently oversees a team of scientists, nutritionists, commercial operators and marketers but will use the new investment to aid expansion and footprint for the future of nutrition.
“The build-up to the Den was chaos,” said Poland. “But when I stepped out of the elevator and saw the Dragons’, for a brief moment the world stood still. All I could hear was my footsteps – and I realised it was just me vs. them. The Den has seen a large number of supplements and meal replacements, but we were able to show the Dragons’ a detailed level of innovation with our personalised nutrition.”
NGX has been developed using the science of nutrigenetics that seeks to understand how people metabolise and process different nutrients based on their genetic make-up.
A person’s DNA can have a significant effect on how their bodies use nutrients, and everyone’s DNA has a direct association with how their nutrients are absorbed, transported, activated and eliminated from their bodies.
A simple swab DNA test would allow a user to understand how they metabolise fats and carbs and what their nutritional debilitations are with certain vitamins. NGX will then produce a personalised breakfast and snack shake with extra amounts of vitamins and minerals required to hit their personal nutrition goals.
NGX will use the fresh capital to further propel the company into the UK market and help the brand achieve its goal of making personalised nutrition available to everybody, globally.
Date published: 7 May 2021