This company wants your DNA for personalised diet

The company that brought you milk chocolate, Maggi instant noodles and Rocky Road ice cream is worried about your health. Nestle SA, the world’s largest food company, has joined the trend for personalised nutrition with a blend of artificial intelligence, DNA testing and the modern obsession with Instagramming food.
The program, which began in Japan, could provide the Swiss company with a wealth of data about customers’ wellness and diet as it pivots toward consumers who are seeking to improve their health and longevity.
In Japan, some 100,000 users of the “Nestle Wellness Ambassador” program send pictures of their food via the popular Line app that then recommends lifestyle changes and specially formulated supplements. The program can cost $600 a year for capsules that make nutrient-rich teas, smoothies and other products such as vitamin-fortified snacks. A home kit to provide samples for blood and DNA testing helps identify susceptibility to common ailments like high cholesterol or diabetes.
“Health problems associated with nutrition have become a big issue. Nestle must address that on a global basis and make it our mission for the 21st century,” said Kozo Takaoka, head of the company’s business in Japan.