UK-based parent nutrition company FiiHii has formed a strategic alliance with genomic testing provider StoreGene to create the country’s first AI-supported gut health platform tailored to improve mental and digestive wellbeing for parents.
The partnership will integrate StoreGene’s cutting-edge nutrigenomics panels with FiiHii’s high-fibre Frinks®, broad-spectrum plant food products, and behaviour-change strategies. This will enable personalised, evidence-based dietary interventions powered by artificial intelligence.
FiiHii’s inception in 2024 stemmed from CEO Carl Joyce’s personal health experiences. After developing stress-related stomach ulcers and a pituitary gland tumour, and witnessing his son’s gut issues after a traumatic abduction, Joyce identified chronic fibre deficiency as the common link.
Subsequent research confirmed the scale of the issue: 98.5% of UK parents fail to meet the weekly target of 30 unique plant foods, and 77% have never linked gut health to mental clarity, mood balance or parental patience.
UK-wide statistics reinforce the concern, showing that less than 1 in 10 adults reaches the 30g daily fibre goal. The resulting reduction in gut microbiome diversity is now associated with greater stress sensitivity, poorer sleep quality, and compromised immune function.
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.
