23andMe genetic analysis launches in Europe

Having officially launched in the US last November, this is the first time the company's tools have been available outside of that market.

23andMe generate a genetic profile of each customer, which can then be accessed by the individual on the web.

As well as explore their ancestry, see what genetic research means for them (for example lactose intolerance, athletic ability, and food preferences) and compare themselves to friends and family members, 23andMe believes the approach could advance the overall understanding of the human genome.

"We believe 2008 will be a year in which our understanding of the human genome will increase significantly through international research efforts, and we are eager to continue connecting individuals to this growing knowledge base of genetic information," said Linda Avey, co-founder of 23andMe.

"We believe in empowering individuals by helping them understand their genetic make-up and actively engaging them in the development of new ways to accelerate research," said Anne Wojcicki, the other co-founder of the firm.

When users sign up to the $1000 (€683) service, they receive a saliva kit, which is then sent away to a contracted lab.

Their DNA is then extracted and exposed to a customised SNP (single nucleotide polymorphism) microarray device made by Illumina.

Over half a million points in the individual's genome are then read to generate the genetic profile.

"We are receiving overwhelming interest in our services outside the US and are pleased to now offer them in Canada and Europe.

Our web-based service model has made the European and Canadian offering possible, and we hope to continue to expand our global footprint to additional locations in the future," Avey added.

The firm first came to the world's attention when Google invested $3.9m in it.

Biotech giant Genentech was also an early investor.

23andMe's name refers to the 23 pairs of chromosomes that make up the human genome.

This innovative approach led to 23andMe being lauded as a 'Technology Pioneer' by the World Economic Forum (WEF) at the end of last year.

The title is given to those companies who have, in the eyes of the WEF, developed a life-changing technology innovation that has the potential for long-term impact on both business and society.

Only the most visionary innovators are awareded the coveted status with previous winners including household names such as Google, Mozilla Corporation and Napster.

Among this cream of the crop were twelve biotech or health companies.

The 39 winners can participate in World Economic Forum activities, including its annual conferences, for two years.

That is exactly where 23andMe are this week - the conference is being held between 23 and 28 January in Davos, Switzerland.