Burlingame genetic testing company Color Genomics is adding a new test for hereditary high cholesterol — the firm’s first foray beyond the hereditary cancer field.

Until now, Color, which launched in 2015, has specialized in analyzing 30 genes linked to common hereditary cancers, including breast, ovarian and prostate cancer. The new cholesterol test is not unique — other testing firms like Ambry Genetics and Invitae Corp. offer variations of it. But the move is a sign that as the commercial genetic industry matures, firms are expanding their specialty areas.

San Francisco’s Invitae, for instance, recently announced plans to acquire two smaller companies that specialize in testing pregnant women and fetuses for genetic abnormalities that may increase the likelihood of developmental problems in children — its first acquisition in the prenatal space.

Color’s leaders say hereditary high cholesterol, or familial hypercholesterolemia (FH), fits with their vision because, similar to the hereditary cancers they test for, high cholesterol often goes undiagnosed until it is advanced, and catching it early can improve chances of survival.

“FH is our first step in cardio,” said Color CEO Othman Laraki. “Our mind-set has been to not just sprinkle things across a broad set of health areas but rather go deep in the things that matter the most, where there are clear medical guidelines and actionability has a strong effect.”

Medical experts have cautioned people against relying too heavily on information gleaned from genetic testing before consulting their doctor or a genetic counselor. Being a carrier of a gene mutation does not necessarily mean the gene will express itself. And studies have shown that genetics are just one factor that determine one’s overall health, in addition to environment, diet and access to health care.

Color sells its saliva testing kits directly to consumers, but consumers must submit their health information and have a physician review it and order the test before Color will analyze the sample. Color charges $249 each for the cancer or cholesterol test, or $349 for both.

Catherine Ho is a San Francisco Chronicle staff writer. Email: cho@sfchronicle.com Twitter: @Cat_Ho