FiiHii, known for its fibre-rich Frinks® and parent-focused nutrition, has entered into a forward-looking partnership with StoreGene, the UK genomics specialist. Together, they plan to develop a personalised, AI-led nutrition platform aimed at tackling gut and mental health challenges faced by parents.
The collaboration brings together StoreGene’s advanced nutrigenomics technology with FiiHii’s range of plant-diverse foods and behavioural tools, creating a scientifically grounded starting point for precision health recommendations powered by AI.
Founded in 2024, FiiHii’s inception came after CEO Carl Joyce linked his own chronic digestive conditions and a tumour diagnosis — as well as his son’s trauma-related gut problems — to long-term fibre deficiency.
Subsequent internal research uncovered that nearly all UK parents (98.5%) fail to consume the recommended weekly variety of 30 different plant-based foods. Meanwhile, 77% were unaware of how gut health can influence emotional resilience, energy levels, and patience.
National figures reveal a broader issue: fewer than 10% of UK adults meet the 30g daily fibre benchmark. This fibre deficit is now being associated with lower microbial diversity, linked in turn to increased stress, sleep disruption, and weakened immune response.
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.