Slideshow
Our Story.
A simpler approach to better daily nutrition.
I’m Annah Stretton, a New Zealand fashion and social entrepreneur.
I’m 66 (2026), and for around 20 years I’ve been on my own journey to better health and wellness, always looking for natural ways to do better for myself.
That interest also led me to create Olive’s Kitchen, a natural wellness business for dogs, built around the same belief that what we put into our bodies matters.
Over the years, my own morning routine kept growing. As I discovered new ingredients and understood more about nutrition, another product would find its way onto the kitchen bench.
I made DNA because I was already making DNA.
Every morning I was measuring protein, collagen, greens, berries and other ingredients, combining them into one daily smoothie.
The routine worked. The process didn’t.
I wanted to take what had become an increasingly complicated daily ritual and make it simpler: seven carefully selected ingredients brought together into one considered blend.
That idea became DNA.
Daily Nutrient Alchemy.
One scoop. One daily habit. A simpler way to start the day in credit.
Development Approach
As part of the development of DNA Daily Nutrient Alchemy, we took a considered and responsible approach to formulation, seeking independent input to ensure the product was aligned with New Zealand food standards and capable of supporting appropriate nutrition claims.
The Nutrition Bureau, led by nutritionist Jan Hales, provided advisory input during this process, acting as a sounding board in relation to ingredient safety, nutrient composition, and the requirements needed to meet pre-approved health and nutrition claims under the Food Standards Australia New Zealand framework.
This input was limited to regulatory and compositional guidance. The concept, ingredient selection, and overall product direction were developed independently.
DNA is not positioned as a therapeutic product. It has been designed as a practical, everyday nutrition blend, with a “do no harm, do better” philosophy, supporting people to take a more considered approach to their daily nutrition.
Our Product Journey.
Step 1
The Routine
The starting point was a daily nutrition routine that worked, but involved multiple products, ingredients and measurements. DNA set out to make that process much simpler.
Step 2
The Idea
The idea was to bring the essentials of that routine together into one considered blend. Seven carefully selected ingredients, one scoop and one simple daily habit.
Step 3
The Formultion
The seven ingredients were brought together in specific quantities to create the DNA blend, with a focus on achieving meaningful levels of protein, fibre and vitamin C in a simple daily serve.
Step 4
Nutritional Guidance
The Nutrition Bureau provided independent guidance on the ingredient quantities required to meet the criteria for permitted nutrition claims relating to protein, fibre and vitamin C. The final DNA formulation achieves those required levels.
Step 5
Manufacturing
DNA is a Stretton Wellness product, part of the Stretton Group. We worked with a trusted and experienced New Zealand food manufacturer to develop and produce the final blend, with a strong focus on quality, consistency and reliable production.
Step 6
Testing
DNA was rigorously trialled in real daily routines, including by founder Annah Stretton herself. Feedback around taste, texture, colour and ease of use helped refine the final product and confirmed the move to a simple 20 gram daily scoop.
