Love food. Trust food.

by Temilola Alanamu in London, England, United Kingdom

We did it
On 28th March 2018 we successfully raised £10,006 with 53 supporters in 14 days

We are simplifying food labels, empowering people to eat healthier and supporting small businesses. Let's transform the way Britain eats.

by Temilola Alanamu in London, England, United Kingdom

New stretch target

We did it!

With your help we smashed our target. Now we are thinking bigger.

All the funds raised will be a massive help to a small startup like ours. It will mean that the whatsinit? assistant can be completed quicker and we can start to empower people to make healthier choices even sooner. 

All the pledge rewards are already guaranteed but there is a lot more delicious food that you simply have to try.

Spread the word- there is only a few days left to get the best healthy artisanal treats delivered right to your door.


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Whatsinit? is all about making healthier eating easy and convenient for everyone. Our Love food. Trust food project combines simplifying food labelling, empowering people to make healthier food choices and helping small business grow. It’s win, win, win.


Rewards, rewards, rewards.

In addition to the rewards:

Our first 50 backers will receive an extra chocolate treat per pledge (£10-£50) and an extra breakfast cereal per pledge (£75-£500).

Our first 100 backers will  be added to an exclusive 'first to try' list. This means that you will be one of the first people to sample the latest artisanal health foods once they are launched.

All rewards will be sent to your specific dietary requirements. 


Our story

Whatsinit? was formed in 2015 when a period of unemployment left the founders, Temi Alanamu and Rob Renton, increasingly dependent on a processed food diet because they were cheaper and had a long shelf life. Born with a genetic disease called sickle cell anaemia, Temi has always been careful about what she eats. During this period,  she read and researched the labels on every food product that they bought to make sure that it did not contain anything that could potentially harm her. 

After studying the ingredients and nutritional content of many of these foods, she became very concerned about how much fat, sugar, salt and additives they contained and believed that more people should understand the potential effects that everyday foods could have. So, they collaborated with health professionals to build an app that tells you whats in your food and whether or not you should eat it based on your dietary requirements.

Now Whatsinit? is making it even easier for everyone to understand food labels and change their diet in just one click.

Eat smarter

We are building a whatsinit? assistant, a non-invasive browser extension that works in the background to help you eat healthier. Think ad blocker that protects you from unhealthy food.

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Shop as usual

Your assistant works as you do your online grocery shop and scores the foods you browse with a single number from 1-10 and a colour-code. 

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The whole picture

It also scores your entire basket so you can see how healthy you shop.

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Know what's in your food

This score is based on an algorithm that combines recommended daily guidelines for fat, sugar and salt and the product's  ingredients. 

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Get swapping

It will then suggest healthier swaps for your not-so healthy choices. 

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Tastes good. Does good.

These swaps are tried and tested, scrutinised by nutritionists, free from all nasties and they taste amazing.

They are also sourced from small health food producers so you will eat healthy and help small businesses flourish. 

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As unique as you are

Your assistant can be personalised according to your dietary and nutritional requirements. So, whether you are vegan, vegetarian, dairy-free, organic, gluten-free, additive-free or absolutely nothing-free, it’ll find the right healthier swap for you…

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At home...

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When you're out and about...

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And even after a workout.

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We all love to treat ourselves. Now we can  treat healthier without compromising on taste!

Why we are crowdfunding.

We are crowdfunding to complete the Whatsinit? assistant. The funds will go towards database management and coding.

A note on our rewards:

Thanks for supporting us. As a reward, you’ll get the best healthy artisanal treats delivered right to your door, worldwide.

Our first 50 backers will receive an extra chocolate treat per pledge (£10-£50) and an extra breakfast cereal per pledge (£75-£500).

Our first 100 backers will  be added to an exclusive 'first to try' list. This means that you will be one of the first people to sample the latest artisanal health foods once they are launched.

All rewards will be sent to your specific dietary requirements. 

The more you give to Love food. Trust food, the more you'll get. And getting can get heavy. Due to the weight of the reward hampers, some deliveries outside the UK will incur a small delivery charge.

Delivery

  • UK delivery- Free 
  • Over £100- Option of a free personal delivery by one of the founders (London and Greater London only).
  • Outside the UK- £10-20 pledge- Free
  • Outside the UK- £50-100 pledge- £10
  • Outside the UK- £150-£500 pledge- £20

Find us:

mywhatsint.com

Rewards

This project offers rewards in return for your donation.

£5 or more

A big thank you

Thank you for supporting us. You are making healthier eating easy and accessible to everyone.

£10 or more

Snack attack

1 premium on-the-go bar, 1 all-natural sweet and an all-natural drink.

£20 or more

Refresh mode

2 premium on-the-go bars (including a healthier chocolate bar), 2 all-natural sweets, 1 artisanal crisp, 1 all-natural drink, a whatsinit? tote bag.

£20 or more

Refresh mode take 2

1 premium spread, 2 artisanal crisps, a whatsinit? tote bag.

£50 or more

Home and away

5 premium bars (including healthier chocolate bars), 4 all-natural sweets, 3 artisanal crisps, 2 all-natural drinks, 1 premium spread, a whatsinit? tote bag.

£75 or more

Weeks of treating

6 premium on-the-go bars (including healthier chocolate bars), 4 all-natural sweets, 3 artisanal crisps, 2 all-natural drinks, 2 premium spreads, 1 healthy ice cream or vegetable rice or noodles, 1 premium breakfast cereal, 1 non-dairy milk, a whatsinit? tote bag.

£100 or more

Indulgent month

8 premium on-the-go bars (including healthier chocolate bars), 6 all-natural sweets, 4 all-natural drinks, 4 artisanal crisps, 2 premium spreads, 2 healthy ice creams or vegetable rice or noodles, 2 premium breakfast cereals, 1 non-dairy milk, 1 whatsinit? tote bag. Plus, the option of a free personal delivery by one of the founders (London and Greater London only).

£150 or more

Weeks of treating for 2

Everything you get in the £75 reward hamper for you & a friend, or just you. That's 12 premium on-the-go bars (including healthier chocolate bars), 8 all-natural sweets, 6 artisanal crisps, 4 all-natural drinks, 4 premium spreads, 2 healthy ice creams or vegetable rice or noodles, 2 premium breakfast cereals, 2 non-dairy milk, 2 whatsinit? tote bags. Plus, the option of a free personal delivery by one of the founders (London/Greater London only)

£200 or more

Indulgent month for 2

Everything you get in the £100 reward hamper for you & a friend, or just you. That's 16 premium on-the-go bars (including healthier chocolate bars), 12 all-natural sweets, 8 all-natural drinks, 8 artisanal crisps, 4 premium spreads, 4 healthy ice creams or vegetable rice or noodles, 4 premium breakfast cereals, 2 non-dairy milk, 4 whatsinit? tote bag Plus, the option of a free personal delivery by one of the founders (London/Greater London only)

£500 or more

Relax and feel good

£100 reward hamper for 2. 16 premium on-the-go bars (inc. chocolate), 12 all-natural sweets, 8 all-natural drinks, 8 artisanal crisps, 4 premium spreads, 4 healthy ice creams or vegetable rice or noodles, 4 premium breakfast cereals, 2 non-dairy milk, 4 whatsinit? tote bags Plus, the option of a free personal delivery by one of the founders (London/Greater London only) Plus, a cake for any occasion Plus, a spa treatment at a health club near you

£1,000 or more

Everything but the kitchen sink

A giant selection from all our partners. So large, we can't list it all. Plus an occasion cake made by a trendy bakery near you to meet any dietary requirement. Plus, the option of a free personal delivery by one of the founders (London and Greater London only). Plus, a spa day at a health club near you for you and a friend. UK only.


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