The Vitamin Shoppe and GenoPalate partner to launch At-Home DNA Collection Kit for personalized nutrition

The Vitamin Shoppe, a global wellness and health retailer, will now offer an At-Home DNA Collection Kit from nutrigenomics company GenoPalate. Announced in a June 4, 2025, press release, the partnership is intended to expand consumer access to personalized nutrition and wellness.

"We are excited to collaborate with The Vitamin Shoppe to bring our cutting-edge personalized nutrition solutions to more people," stated Dr. Asif Naseem, CEO of GenoPalate, in the press release. "Our mission is to empower individuals with the knowledge and tools they need to take control of their health. This partnership enables us to make DNA-based nutrition more accessible than ever."

As stated in the press release, after analyzing more than 400 genetic markers, the tests provide a report on several nutritional insights including (1):

• Tailored Nutrient Insights – A breakdown of the vitamins, minerals, and macronutrients most crucial for an individual's health.
• Optimal Foods List – A custom-ranked guide to more than 350 foods across 14 categories, identifying the best options for each person's genetic profile.
• Wellness Insights – Key genetic-based factors related to stress, eating behaviors, and metabolism to support overall well-being.
• 10x Personalized Recipes – Hand-crafted by a Registered Dietitian to align with each person's genetic dietary needs and nutritional goals.
• Personalized Supplement Formulas – A custom formula of vitamins and nutrients designed to fill specific nutritional gaps.
• Expert Guidance – A complimentary consultation with a Registered Dietitian to help users interpret their results and integrate them into their daily routine.

The kits will be available online on The Vitamin Shoppe’s website. The omni channel retailer carries products from more than 700 brands in addition to its proprietary brands and, under banners for The Vitamin Shoppe and Super Supplements, operates more than 635 retail stores.

"As we expand our marketplace into the leading online destination for health and wellness innovation, we are pleased to introduce GenoPalate's personalized nutrition offering,” stated Muriel Gonzalez, president of The Vitamin Shoppe. “This launch brings access to DNA-based nutrition insights to our customers, helping them make more personalized choices about dietary supplementation.”

In late May, The Vitamin Shoppe was acquired by Kingswood Capital Management, LP and Performance Investment Partners, LLC. Growth of e-commerce and digital marketing had been stated as a focus of new plans for the future for the company.