FiiHii, the UK’s pioneering fibre-first food brand for parents, has announced a strategic alliance with genomic nutrition experts StoreGene, aimed at building a fully personalised nutrition platform focused on improving gut and mental health in parents.
This partnership will integrate StoreGene’s cutting-edge nutrigenomic testing panels with FiiHii’s diverse plant-based product line and behavioural change tools. Together, they will lay a solid scientific foundation for a future platform driven by artificial intelligence and tailored gut-health recommendations.
FiiHii was established in 2024, inspired by CEO Carl Joyce’s own health journey — from stress-induced stomach ulcers and a pituitary tumour to his son’s post-trauma digestive issues. Both were ultimately linked to a longstanding fibre deficiency.
FiiHii’s research revealed that a staggering 98.5% of UK parents fail to eat the recommended 30 different plant foods weekly. Furthermore, 77% have never considered the impact of gut health on emotional wellbeing, including mood, energy, and patience.
Wider national data reflect this trend, showing fewer than 1 in 10 UK adults meet the 30-gram daily fibre goal. This fibre shortfall, known as the “fibre gap”, has been strongly linked to reduced microbiome diversity, contributing to heightened stress responses, disrupted sleep, and impaired 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.
