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It’s easy to get swept up in the news and activities of the industry’s global titans, but what about the smaller firms that are out there flexing their creative muscles? In this instalment of ‘Start-up of the month’ – which celebrates the lesser-known companies and their innovations – we speak to Abi Barnes, Founder and CEO of Amulet, a company that has created a fast and portable food allergen and ingredient sensor, designed to empower consumers to test their food while on the go.

Can you share the inspiration behind Amulet and how the idea for your patented on-site detection technology first came about?

The inspiration behind Amulet was deeply personal. As someone who’s been dealing with food allergies their entire life, I wanted this product to exist for myself. I was almost waiting for detection tech to emerge. But it never did.

So, around 2010, I stopped waiting and began workshopping the idea with other folks in the allergy community, including allergists, people with allergies, and parents managing allergic kids. Turns out, they all wanted this product to exist as much as I did. The company wouldn’t take off until much later, but it’s when I started laying groundwork.

When you get a food allergy diagnosis, you’re told to avoid the food – and that’s it. But too often, avoidance is not enough, and the risk of exposure can literally be life-threatening. With the Amulet, we’re putting the power of detection into consumer hands. Our technology combined with the Amulet’s accessible and portable design is making it possible to help both prevent allergic reactions and reclaim the peace of mind knowing your food is safe.

Why are food allergens such a critical issue right now?

Food allergies affect roughly 30 million Americans and 250-500 million people globally. That’s one in 13 children and one in 10 adults in the US, and the numbers are growing. Even worse, a food allergy sends someone to the ER every three minutes. When you factor in food intolerances, you’re easily doubling that population.

While many people take food safety for granted, food allergies have always been a critical issue: they’re common, widespread, and for some can be fatal in trace amounts. This ultimately takes a serious mental and emotional toll on those with severe food allergies and intolerances.

I’m glad the issue has been getting more attention lately, and I’m grateful to be in a position to help shine a spotlight on this often misunderstood and underserved corner of the food industry.

How does Amulet’s technology stand out from other food safety solutions currently available in the market?

The Amulet is the only near-market consumer product positioned to offer portable, rapid, on-site food testing for allergenic ingredients. With an electrochemical sensor small enough to wear around your neck small, our device can screen for target allergenic ingredients at relevant thresholds within approximately one minute. We’ve worked hard to make the product easy and intuitive to use for all consumers, young and old.

Congratulations on your recent $5.8 million Series A financing! How do you plan to allocate this funding?

Thank you! These funds allow us to execute a full consumer and commercial launch. Our consumer product Allergy Amulet detects allergenic ingredients in food on-the-go, while our commercial product Amulet Scientific equips businesses with in-field electrochemical detection capabilities.

With a growing waitlist for both B2C and B2B products, what strategies are you implementing to ensure a successful and timely launch?

We’ve assembled a rock-star team with extensive experience building and scaling products on both the consumer and commercial sides. Our success will largely hinge on the satisfaction of our end users, so we’re especially focused on honest and consistent communication at every turn and ensuring all stakeholders feel part of our brand family.

Could you walk us through how the Allergy Amulet and Amulet Scientific work, and what impact you hope these products will have on consumers and businesses?

The Allergy Amulet consists of two parts: the Amulet reader, a small, wearable device that only needs to be purchased once, and the sampler, a single-use piece that fits in a convenient carrying case.

To test their food, users only need to insert a pea-sized amount into the sampler, push the cap down, and twist to close. After connecting the sampler to the reader and following the prompts, the user will receive the result in about one minute!

The Amulet Scientific sensor will include the Amulet reader and one of two types of adapters, depending on the types of electrode chips being used. Buyers will also have the option of purchasing blank electrode chips through one of our partners and, eventually, purchasing our custom chips.

Between these two devices, we hope to improve health outcomes by shining a light on invisible threats in our food system and increasing access to on-site food safety testing and electrochemical testing.

Amulet has secured multiple patents. How important is intellectual property to your strategy? Do you foresee more patents in the future?

We have two issued patents and five patents pending. I’m a lawyer by trade, so I’ve prioritised developing a strong intellectual property strategy from the outset. This helps us ensure that our technology is protected, and is difficult to replicate. High barriers to entry as we continue to develop and refine a robust product pipeline.

🎙️Want to find out more about how to build consumer trust through allergen labelling and technology? Listen to our CrunchTime podcast on this topic here🎙️

Given the recent foodborne illness outbreaks, how do you see Amulet’s technology changing the landscape of food safety and reducing incidents of contamination and allergens?

Undetected allergens and contaminants like E. Coli and Salmonella cause widespread illness and thousands of deaths globally every year, and approximately 48 million people annually suffer from food poisoning, often while dining at restaurants. From a consumer standpoint, we all deserve safer access to food. From a company perspective, the estimated average cost of a food recall is $10 million – and that’s only the direct costs to the company. Reputationally, the damage is incalculable.

To help keep both businesses and their patrons safe, Amulet simplifies on-site food testing with a cutting-edge combination of speed, portability, and affordability.

What role do you believe Amulet will play in improving transparency within the global food supply chain, especially due to increasing food safety concerns?

We aim to strengthen the safety of the food supply chain from beginning to end. It’s why we’re developing both consumer-facing and business-focused detection technology – tackling the risk of individual allergen exposure and widespread illness at the manufacturer level.

What key challenges have you faced in developing and commercialising a tech product for the food and beverage industry, and how did you overcome them?

Building a physical product from the ground up is time-consuming and costly. To ensure we’re developing the safest, most effective technology possible, we’ve been fortunate to surround ourselves with a solid group of stakeholders, including investors, who believe in the impact and growth potential that our technology will make in the food industry.

Another challenge we’ve faced is a general lack of education and awareness around food allergy and product awareness – from a consumer standpoint, food allergen detection is a brand-new product category. By partnering closely with other food allergy industry disruptors, we’ve been able to build greater awareness and amass a consumer waitlist in the tens of thousands!

For other start-ups in the food and beverage space, especially those focused on health and safety, what advice would you offer regarding securing funding and building strategic partnerships?

The fundraising landscape is incredibly tough right now – particularly for female founders. I’ve learned to not take it personally when I hear 'no' from investors. You’re not going to be for everyone, but you will be for someone, so know your why, work hard and be willing to shift course a little when it makes sense.

Regarding partnerships, we’ve always maintained the mantra that rising tides lift all boats. We have chosen to align ourselves with businesses, brands and humans – even a former competitor turned shareholder – who we value both as people and for what they bring to the table.

Looking ahead, what is your long-term vision for Amulet, and how do you see your technology evolving over the next five to ten years?

Our long-term vision is to improve global health and well-being by making our food systems safe. Allergy Amulet will realise this by releasing testing for gluten and the top nine food allergens, which account for 90% of all allergic reactions.

Amulet Scientific will realise this goal by unlocking new in-field electrochemical testing opportunities and incubating food industry partnerships so we can distribute streamlined detection capabilities for the food, beverage, and agriculture industries.