FiiHii, the UK’s first fibre-first food brand tailored for parents, has announced a strategic partnership with genetic testing leader StoreGene to build the UK’s first AI-powered gut health and nutrition platform focused on the mental and physical wellbeing of parents.
The initiative will combine StoreGene’s nutrigenomic analysis tools with FiiHii’s high-fibre Frinks®, plant-diverse products, and behavioural insights — laying the groundwork for personalised dietary recommendations generated through artificial intelligence.
The concept behind FiiHii was born from personal experience. In 2024, founder Carl Joyce connected his own severe health issues — including stress-related stomach ulcers and a pituitary tumour — and his son’s trauma-induced gut problems, to long-term fibre deficiency.
Company research later confirmed the scale of the issue: 98.5% of UK parents don’t meet the target of 30 different plant foods per week. In addition, 77% have never thought about the role of gut health in regulating energy, mood or parental patience.
Wider UK data shows that fewer than one in ten adults achieves the recommended 30g daily fibre intake. This lack of fibre, and the resulting decrease in microbiome diversity, is now linked to increased stress sensitivity, poor sleep quality, and reduced immune resilience.
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.
