IDna Genetics

What IDna Genetics does

AttoDNA (formerly IDna Genetics) is a UK-based specialist genomic services laboratory operating from Norwich Research Park, with a registered office in Norfolk. The company provides four core service lines: Gene Copy Number Analysis, Food Identity Testing (authenticity, traceability, varietal confirmation), GMO Detection, and Bespoke Projects (custom assays and specialised research). Its techniques are positioned as industry-trusted quantification methods serving both research and commercial applications.

The company serves two principal customer segments. The Industry segment covers agriculture, food processing, food retail, and commercial research organisations with needs in genetic quantification, regulatory compliance, and food authenticity. The Academia segment serves faculty researchers, research institutes, and graduate researchers requiring advanced genomic analysis for publication-grade research and collaborative projects. A third segment targeting regulators, compliance officers, and inspection agencies is signalled as 'Coming Soon' on the website but is not yet operational.

The business operates on a professional services, project-based revenue model with quote-based pricing determined through consultation. The go-to-market is consultative and direct — customers submit testing requirements via a quote request form, and the in-house expert team responds with tailored solutions. Marketing is minimal, relying on a company blog and direct email/phone engagement. No funding rounds, patents, partnerships, or named customers are disclosed, and the company is privately held with 11–50 employees under the legal entity AttoDNA Limited (registered in England and Wales, No. 15569591).

Name

IDna Genetics

Legal name

AttoDNA Limited

Website

https://idnagenetics.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

AttoDNA (formerly IDna Genetics) is a Norwich, UK-based genomic services laboratory offering gene copy number analysis, food identity testing, GMO detection, and bespoke assay projects to academic researchers and industry clients in agriculture, food processing, and food retail.

Ownership category

akta.pro rank

Product category

Genomic Analytical Laboratory Services

NAICS

Medical Laboratories (621511)

SIC

Services-Commercial Physical & Biological Research (8731), Agricultural Services (700)

akta.pro primary industry

Genetic & Genomic Testing (germline, somatic, carrier, pharmacogenomics) (HLAAALAD)

akta.pro secondary industry

Molecular Cytogenetics & Genomic Variation Services (Karyotyping/FISH/aCGH/CNV) (HLAGANAJ)

Keywords

• Genomic testing services
• Food identity testing
• GMO detection services
• Gene copy analysis
• Plant breeding genomics

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Genomic Testing Services: The company provides specialized genomic testing services including gene copy number analysis, food identity testing, and GMO detection. Services appear to be tailored to client needs with a bespoke project capability, suggesting a service-based revenue model with project-based or per-test pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

IDna Genetics (now operating as AttoDNA) provides precision genomic analytical laboratory services for academic and industry clients. Core offerings include gene copy number estimation, food identity and varietal verification, GMO detection, and bespoke custom assay and research projects. The services are tailored to support genetic research and development, food authenticity and traceability, and regulatory compliance across agriculture, food processing, food retail, and academic research sectors.

Product overview

AttoDNA (formerly IDna Genetics) is a genomic services company offering a unified portfolio of four core service offerings: Gene Copy Number Analysis, Food Identity Testing, GMO Detection, and Bespoke Projects. These services are tailored for academic researchers and industry professionals in sectors including agriculture, food processing, food retail, research, and academia. The company serves industry clients, academic institutions, and regulators (with regulatory services coming soon).

Differentiator

Problem solved

Functional benefit

Products and services

• Gene Copy Number Analysis

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Recent moves3 records

Expansion highlights4 records

Broad incumbents

• Intertek: Intertek offers agricultural and food testing services including GMO and authenticity verification across global markets. A broad incumbent with overlapping capabilities in food and seed testing, but serving clients through a wider service portfolio.
• NSF International: NSF provides testing, certification, and auditing services for food, agriculture, and consumer products — comparable as a broad incumbent serving food processors and retailers with overlapping testing capabilities, though not genomic-specialized.
• SGS: SGS is a global testing, inspection, and certification giant with agricultural and food testing services including seed/grain analysis and GMO verification — a broad incumbent offering overlapping capabilities but as part of a much wider portfolio than AttoDNA's specialized focus.
• Bureau Veritas: Bureau Veritas provides commodity inspection and agricultural testing including seed and crop analysis at global scale. Comparable as a broad incumbent in agricultural testing services, though not specialized in genomic applications like AttoDNA.
• Bio-Rad Laboratories: Bio-Rad supplies life science research and clinical diagnostics products including PCR and real-time PCR platforms widely used for food authenticity and GMO testing labs. Comparable as an enabling tools provider and broad life science player adjacent to AttoDNA's service workflow.

Direct peers

• Romer Labs: Romer Labs specializes in food and feed safety diagnostics including mycotoxin, GMO, and authenticity testing — overlapping with AttoDNA's GMO detection and food identity services for agriculture and food industry clients.
• Eurofins Genomics: Eurofins' genomics division offers DNA sequencing, genotyping, GMO testing, and food authenticity services globally — directly overlapping AttoDNA's gene copy number, food identity, and GMO detection offerings with similar B2B/B2academic customer base.
• Mérieux NutriSciences: Mérieux NutriSciences delivers food testing, GMO analysis, and authenticity verification for the food industry — directly comparable to AttoDNA's food identity testing and GMO detection service lines for food processing and retail clients.
• Neogen Corporation: Neogen provides genomics-based testing for food safety, animal breeding, and plant/crop applications, serving food processors, breeders, and researchers — closely aligned with AttoDNA's plant breeding and food authenticity focus.

Emerging players

• Clear Labs: Clear Labs is a next-generation food safety testing platform combining DNA sequencing, genomics, and data analytics for food authenticity and contamination detection — comparable as an emerging technology-driven player in food DNA testing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about IDna Genetics