Italian tech start-up 'Edo', an app that helps consumers understand food labels better, has expanded to the UK after reaching 400,000 users in Italy.
Consumers using the app simply scan the bar code printed on each food product and Edo will show how healthy it is, with a 0-10 rating. Edo can also indicate if a particular product is gluten-free, lactose-free, if there are healthier alternatives and the pro and cons about ingredients and nutrition facts.
Edo's sophisticated algorithm, developed in cooperation with the University of Bologna (Food Science and Technologies), calculates a 'tailor-made' rating, considering user's data (i.e. age, gender, weight) and analysing ingredients and nutrition facts printed on food labels.
Edo is integrated with digital service HealthKit, so users can automatically load their personal data and keep them updated. Last year, Edo introduced premium content (Edo Premium) that provides custom results based on the user’s specific dietary requirements.
For 2017, the start-up is hoping to attract large Italian retailers such as Esselunga and Coop as partners.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
