Internet for food is a democratisation force for the consumer. For the first time ever, transparency is set upon the FMCG industry THAT gives the consumer the possibility to make conscious and informed decisions Matspar.se is a price comparision service for groceries, starting in Sweden. Our aim is to help consumers save money on their grocery shopping by giving them the possibility to build their shopping list on our platform and display the pricing of all stores. Our business model help brands reach consumers directly on our platform and allowing for conversions. We also offer retailers and brands the possibility to get access to data insight such as price history, in-stock availability, customer behaviour and a lot data points they’ve never had access to. The industry is going through a revolution, we want to be the catalyst.