Last Updated on: 6th July 2025, 03:50 pm
FiiHii, the UK’s first fibre-focused food company for parents, has announced a strategic partnership with genomics innovator StoreGene, aiming to build a fully personalised gut health and nutrition platform powered by artificial intelligence.
This innovative collaboration blends StoreGene’s nutrigenomic testing panels with FiiHii’s diverse plant-based product range and behaviour-change support tools. The goal: to create a science-led baseline for delivering tailored, AI-generated recommendations that improve both gut and mental health in parents.
Founded in 2024, FiiHii’s origin story is rooted in personal health challenges. CEO Carl Joyce traced his stress-related ulcers and pituitary tumour, and his son’s post-trauma digestive issues, to long-term fibre deficiency — a problem far more widespread than many realise.
Research by FiiHii revealed 98.5% of UK parents do not reach the target of 30 different plant foods per week. Meanwhile, 77% are unaware of the critical link between gut health and emotional wellbeing, including energy, mood and patience.
National studies paint a worrying picture: fewer than 10% of UK adults consume the recommended 30g of fibre daily. This “fibre gap”, associated with reduced microbiome diversity, has been linked to heightened stress responses, weakened immune defences and sleep disruption.
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.
