Weight loss app Lose It!, which boasts 30 million users and more than 50 million pounds lost, has launched embodyDNA, a DNA-based weight loss plan that personalizes results using an interactive app-based interface.Lose It! developed embodyDNA, which offers customized recommendations on food and beverage consumption and physical activities, in collaboration with Helix, a personal genomics company, that has just launched what it touts as the first online marketplace for DNA-powered products.For $188.99, interested users can go to embodydna.com and order a kit, which involves a saliva sample. When they mail in the sample, Helix reads their DNA and Lose It! translates the data into insights, delivering them to the user directly in the Lose It! app along with personalized weight loss, nutrition, fitness and food sensitivity recommendations.embodyDNA also identifies patterns in users Lose It! history and provides feedback on their recorded behaviors, using the data to concoct ways in which people can tweak their daily habits to reach their weight loss goals.

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