Novita is a passionate advocate for evidence-based innovation in healthcare and nutrition. She has over 10 years of experience in the personalised health space, with a specific focus on the influence of genetics on nutrition and response to medications. Currently, she is an integral part of the H&H Group Translational Science team, where she actively contributes to the development of innovative and scientifically differentiated new product developments (NPDs). Novita's approach prioritises a consumer-centric perspective, ensuring that innovative solutions meet the diverse needs of consumers.