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With the advent of relatively inexpensive genetic mapping, one can envision a time in which infants are mapped at birth. This information, aside from medical implications, could have consequences for food and beverage choices, notes Bob Eilerman, Givaudan's head of innovation programs. "At some point I can envision going into a food store where you can purchase food designed for your genetic makeup," he explains, highlighting the growing field of nutrigenomics—the study of the relationship between gene expression and diet. For example, this could potentially address varying sensitivities to tastants or allergens among consumers. "Certain food [constituents] can turn genes on and off and you want to be able to do that to your best interest."
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