LONDON, UK / ACCESS Newswire / July 8, 2025 / Fibre-first food company FiiHii and their Frinks® have entered a strategic partnership with genomic testing specialist StoreGene, marking the first step toward a fully personalised nutrition platform designed to improve parent gut and mental health. The collaboration will combine StoreGene's nutrigenomic panels with FiiHii's plant-diverse product range and behaviour-change tools, creating an evidence-based baseline from which artificial-intelligence recommendations can be built.

FiiHii was founded in 2024 after chief executive Carl Joyce linked his own stress-related stomach ulcers and later pituitary gland tumour diagnosis and his son's stomach problems following a traumatic abduction, to long-term fibre deficiency. Subsequent research by the company found that 98.5 per cent of UK parents miss the recommended 30 different plant foods each week, while 77 per cent have never considered how gut health shapes energy, mood and patience. National surveys show the problem is wider still: fewer than one in ten UK adults reaches the daily 30-gram fibre target. Reduced microbiome diversity linked to this "fibre gap" has been associated with higher stress reactivity, poor sleep and sluggish immunity.

Under the new agreement, FiiHii subscribers will be offered StoreGene's genomics tests with a focus on nutrigenomics in particular. This is the first part of the puzzle with the next introducing gut testing data to provide a truly comprehensive overview. Results will inform a forthcoming AI engine that suggests tailored "Frinks®" smoothie blends, high-fibre meal swaps and phased habit nudges aligned to each user's genetic predispositions and microbial profile. The partnership also anticipates the addition of stool-based gut testing, giving families a complete, longitudinal picture of how diet influences health outcomes.

"Families are unknowingly running on depleted reserves," Joyce said. "Pairing genomics with our fibre-rich foods means parents can move beyond trial-and-error eating and adopt precision strategies that support calmer evenings, deeper sleep and more resilient mental health."

The companies intend to verify the service through a structured evaluation with UK households later this year. In parallel, FiiHii has begun discussions with a British university to co-develop machine-learning models that refine dietary guidance as more genomic and symptom data become available.

StoreGene's assay screens for nutrient-processing genes and microbiome markers tied to inflammation, blood-sugar control and neurotransmitter synthesis. FiiHii will translate those findings into practical food choices, aiming to lift customers toward and eventually beyond the 30-plants-per-week and fulfil the required daily fibre we all need but do not get as highlighted in the company's Tired but Trying parent study.

Joyce believes the approach could reshape family wellbeing: "Ninety-plus per cent of the population are fibre-deficient; most do not connect that shortfall to daily tension or broken sleep. By merging hard data with convenient food solutions, we can give parents and therefore families the chance to feel better and flourish, naturally, often before they realise what was holding them back."

FiiHii plans phased product and software roll-outs through 2026, with further announcements to follow as the AI engine and testing pathway mature.

About FiiHii

In the heat of summer 2023, a father's desperate mission to save his son from unbearable pain planted the seeds of FiiHii. What started as a quest to heal his child soon transformed into a profound journey that revealed the powerful link between gut health, mental well-being, and the simple, yet essential, nutrient: fibre.

With the increase in global health issues such as obesity, type 2 diabetes, cancers, and Alzheimer's, we believe that better nutrition and higher fibre intake are essential solutions. Today, many have lost touch with proper eating habits, and at FiiHii, we aim to help people reconnect with nutrition that supports lasting health and wellness.

Media Contact:

Carl Joyce
marketing@fiihii.com
https://fiihii.com

71-75 Shelton Street,
London,
WC2H 9JQ
United Kingdom

SOURCE: FiiHii