I can no longer shop happily. Representing the first genomics craze to hit supermarket shelves, Sciona, a Colorado based biotech just started marketing a nutrigenomics product called Cellf in supermarkets for about $100. These kits include a lifestyle-assessment and family-profile questionnaire and a cheek swab. Mail in the lot and you?ll get back a genetically personalized recommendation for living healthy. A collaboration with the supermarket chain includes specific advice from supermarket-employed dieticians. NBC?s Today Show food editor Phil Lempert touted the kits (which come in different ?flavors? for different assessments such as bone health, heart health, etc.) as the wave of the future. Try the past. We reported on these kits almost a year ago when they cost about $400 a pop. And the assessment of the academic community was that they weren?t ready for prime time. Not even close. There have been several observational studies linking nutrient intake and...

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