We believe that eating and living healthily shouldn’t be difficult and shouldn’t come at the expense of your lifestyle. For this reason, we strive to offer something that makes your life easy and can be effortlessly incorporated into your everyday routine. Strict diet plans, hard recipes, overly expensive products, do make an impact, but are all temporary solutions - simply because they’re too hard to maintain long-term.
We believe that Therefore, food must be thought of as medicine.
We believe in personalization. My iDDNA® combines your eating habits and food preferences with the latest nutritional science. Smart AI helps you select food for weight loss, reduced disease risk or health improvement.