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Nutrigene wants to personalize your vitamins using your genetic code

Vitamins are proving to be a lucrative industry in the United States. Just last year vitamin sales pulled in roughly $37 billion for the U.S. economy. That’s up from $28 billion in 2010. To cash in on this growing market, several startups have popped up in the last few years — including Nutrigene, a startup combining the vitamin business with another lucrative avenue of revenue in consumer DNA analysis. Nutrigene believes your genes may hold the secret to what you might be missing in your diet. The company will send you tailor-made liquid vitamin supplements based on a lifestyle quiz and your DNA. You get your analysis by filling out an assessment on the startup’s website, choosing a recommended package such as “essentials,” “improve performance” or “optimize gut health.” After that you can also choose to upload your DNA profile from 23andMe, then Nutrigene will send you liquid supplements built just for you. Founder Min FitzGerald launched the startup out of Singularity and later accepted a Google fellowship for the idea. Nutrigene then went on to Y Combinator’s winter 2018 class. FitzGerald’s co-founder and CTO Van Duesterberg comes from a biotech and epigenetics background and holds a PhD from Stanford. PhDs and impressive resumes aside, the vitamin and genetics industries are not without controversy. For every study showing that those who eat a balanced diet don’t benefit from supplements, there are just as many highlighting the benefits of taking your vitamins. Also, coupling vitamin therapy with your DNA seems at a glance dubious. However, Dawn Barry, former VP at Illumina and now president of Luna DNA, a biotech company powered by the blockchain, says it could have some scientific underpinnings. But, she cautioned, nutrigenetics is still an early science. Amir Trabelsi, founder of genetic analysis platform Genoox, agrees. We interviewed both Trabelsi and Barry previously when Nutrigene first came on our radar. Trabelsi pointed out these types of companies don’t need to provide any proof. “That doesn’t mean it’s completely wrong,” he told TechCrunch. “But we don’t know enough to say this person should use Vitamin A, for example… There needs to be more trials…

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