About What The Food
Our Mission: Informed Eating, Instantly.
At What The Food, we believe that understanding what you eat shouldn't be a chore. In today's fast-paced world, tracking nutrition often involves complex apps, manual data entry, and guesswork. We set out to change that by harnessing the power of artificial intelligence to deliver instant, accurate-as-possible nutritional analysis from a simple photo.
Our mission is to empower everyone—from casual eaters to dedicated fitness enthusiasts—to make informed eating decisions on the go, turning your smartphone camera into your personal, pocket-sized nutrition analyzer.
The Technology: AI-Tuned Analysis
What The Food is a cutting-edge, freemium AI food scanner and nutrition analyzer. Our technology works by:
- AI Food Recognition: Analyzing the food in your photo to identify ingredients and portion sizes.
- AI-Tuned Content: Generating estimated macro-nutrient and calorie counts based on our proprietary AI models.
- Personalized Context: Providing a personalized health context by integrating your optional profile data (age, weight, goals) with the scan results.
A Note on Accuracy: While we strive for the highest possible accuracy, it is important to remember that our service generates AI-tuned content. It is designed to be a fun, fast, and highly convenient tracking tool. It is not a replacement for a professional dietitian or health coach. We encourage all users to take the results with a grain of salt and consult a professional for personalized health and dietary advice.
The Founder: Odeh Ahwal
What The Food was founded by Odeh Ahwal, a dedicated serial internet solopreneur with over 8 years of experience building cool stuff and making a living online. Odeh's passion for combining technology with practical, everyday solutions led to the creation of this service.
"I built What The Food to solve a personal pain point: the friction of logging meals. By making the process as simple as taking a photo, we hope to remove the biggest barrier to consistent nutrition tracking."— Odeh Ahwal (Portfolio: https://odehahwal.com)
Our Business Model: Freemium and Value-Driven
We operate on a transparent freemium model designed to provide value to everyone:
| Tier | Value Proposition | Key Features |
|---|---|---|
| Free | Get informed eating with limited features & usage. | 3 free scans per day, limited customizable widget, basic email support. |
| Premium | An investment in your health that pays dividends. | Unlimited Scans, Scan history, Macro analytics, Meal planner, Ad removal, Full widget access. |
The free tier allows anyone to experience the core value of instant scanning, while the Premium tier unlocks powerful features like unlimited scans, scan history, and macro analytics for users serious about their health journey.
The Company
What The Food is powered by ECOMDIMES LTD, a company registered in the UK Companies House.
- Parent Company: ECOMDIMES LTD
- Business Address: 182-184 High Street North, London, UK
- Payment Gateway: Stripe (for secure, recurrent monthly or yearly billing).
We are committed to building a valuable, privacy-respecting service. We do not misuse or sell our clients' data and information. We are focused on providing a tool that helps you track your health goals effectively.