FoodFacts enables consumers to make informed food decisions, by combining industry product data with intelligent ingredient analysis and independent data sources in simple, transparent solutions for retailers, consumers and brands. WHY WE STARTED FOODFACTS People want to make better food choices, for the planet, society and their own health. But comparing different products, based on reliable information is almost impossible today. Our mission is to enable consumers to make informed food choices and to help ”better food” to reach a broader market. HOW DO WE DO IT We combine industry product data, with intelligent ingredient analysis and independent, qualitative data sources to deliver simple, transparent solutions for retailers, consumers and brands. We have built a database covering the vast majority of all packaged food products sold by the major Swedish retailers. We have analysed raw data on food ingredients, interpreted it and assigned attributes, and we have identified additional information sources to connect. WHAT WE DO AT FOODFACTS Our first commercial offering is product data-as-a-service for retailers. The early market response confirms strong demand for better product data. In parallel, we are exploring the opportunity to build a mobile app for consumers, enabling exploration of food facts and personalized discovery of better food.