From Day 1, ShopWell has been about consumers.  We talk to them, we invite them into our office to critique our site, we shop with them, we watch them use our site.  From our conversations with real consumers, we are inspired to continue to march down the path of helping people understand nutrition information so they can make more informed choices. 

Personalized-Nutrition-Label At ShopWell, we are actually inspired both by the enthusiasm and the confusion of the shoppers we observe.   The conversations with ShopWell users strengthen our belief that nutrition is truly personal, and we should be developing tools to help consumers understand nutrition for their unique needs. 

When you look around, there is a ton of discussion around improving the information on the package.  There are proposed improvements to the way the data is displayed on the front of the box, the back of the box, and even the side of box.  And while we applaud the attempts of a variety of organizations to improve the information displayed on the box, we’re not sure that this will get to the heart of the problem– that the typical approach to nutrition is one-size fits all.

Most people don’t know that the Nutrition Facts Panel is for an 18-year-old adult with a 2000 calorie diet.  Hey, I didn’t even know that until recently…and I work at a food-related startup!   Without even knowing it, this nutrition information is probably being misused by both your 30-year-old female neighbor and your 59-year-old male coworker.  Hey, admit it, you are probably not getting everything out of the Nutrition Facts label that you could.  I know I don’t. 

At ShopWell, we believe that people should have access to Nutrition Facts that actually match their unique needs.  We are super excited to release the first of its kind Personalized Nutrition Label.  You give us your age, gender, height, weight, and activity level…and we will do all the math for you to give you a nutrition label that is tailored to you. And you can use the tool on any of the foods in our database to see how the nutrition info stacks up.  Pretty cool.  If the nutrition label is a one size fits all t-shirt, then we just released the first tailored suit.  

I want to give a shout out to our engineering, design, and dietetic team for pulling this off.  We know there was a lot of heavy lifting here—there’s a reason no one has been able to pull this off so far!

Keeping up with our desire to learn from our users, we are interested to see how you use the tool.  We think the initial reaction may be shocking, as many of you may not want to be eating 2000 calories—you might want 1600 if you’re a petite woman  or 2600 if you’re  a taller guy like myself. 

Over time, we think that this tool will more accurately allow you to make more informed decisions about the foods you put in your body.  We think education is the foundation for change and we will continue to release more features to allow you to understand the food you eat: personalized. 

I invite you to try out the personalized Nutrition Facts panel.  I really think you will love it.  But if not, we want to hear how it could be better for you. Either way, shoot us a line at, through the FeedBack Tab, or comment below.  We want to hear your suggestions, so we can continue  to help you discover foods for you