Colchester's first cashless supermarket requires DNA sample to enter

Colchester’s latest supermarket officially opened this weekend—but with one unusual caveat. Instead of using a bank card or mobile app, shoppers must now provide a DNA sample before entering.

The store, operated by retail technology firm GoDNA, uses biometric verification to grant access. Customers swab the inside of their cheek and insert the sample into a sleek scanning device at the entrance. Within seconds, the system verifies their identity and links them to a stored payment method.

GoDNA says the technology is designed to create a seamless shopping experience. Once inside, customers can pick up their groceries and walk out, with items automatically charged to their account.

A spokesperson for the company, Martin, described the system as “the next logical step” in retail security.

“People are already used to facial recognition and fingerprint scanning. DNA authentication is simply a more precise version,” he said. “It’s faster, safer, and ensures complete accuracy in transactions.”

The company insists that all genetic data is stored securely and shared only with “trusted partners,” including law enforcement agencies, medical research institutions, and what Martin vaguely referred to as “other interested parties.”

However, not everyone is convinced. Rick, 59, tried the store on its opening day and said the process was “surprisingly smooth”, adding that it “didn’t let him down”, though he did receive an email later informing him that his ancestry results had been updated.

Paul, 29, was more sceptical. “I just wanted to buy some milk,” he said. “Now I’m getting emails from a pharmaceutical company asking if I’d be interested in an experimental treatment for a ‘previously undiagnosed condition.’”

Despite privacy concerns, GoDNA is already planning further innovations. The company is reportedly working on a biometric pre-selection system that will allow purchases to be charged before a customer even thinks about shopping.