We’ve just launched a tool that makes ShopWell even more personalized for you– a Personalized Nutrition Label. Our co-founder Brian does a great job explaining why we’ve built this tool. Here, we’ll show you how it works.

Here’s an example of how it works for Cindy, a 35 year old woman….

Cindy loves pizza and searches on ShopWell to find which ones are healthiest for her. When she finds one she likes, she looks at the label. Before personalized labels she would see the same labels as everyone else.

Here’s the “before” label – looks familiar right?


Now, when she sees one of her favorite foods, she can quickly add a few details about herself right where the label is, and then ShopWell tells her the total recommended daily calories for a woman her age and size.



Once she saves her info, ShopWell displays the nutrition label customized for Cindy’s target daily calories which are based on her age, weight, height and activity level.




If you like to read fine print you can see above that the default label and Cindy’s labels have some differences, particularly in the recommended daily values for nutrients and vitamins. (This is because default food labels are based on an “average” human adult who needs about 2000 calories per day. This default person is apparently burning more calories than Cindy!)

To really see the power of personalized labels, let’s compare Cindy to Dan.

First, their stats:

Cindy: 5′ 2″, 115 pounds and 35 years old.

Dan: 5′ 10″, 175 pounds and 52 years old.

Here’s the side-by-side comparison of a label customized for Cindy and Dan:


The differences in the recommended daily allowances for this pizza are much greater when we compare 2 real people with personalized nutrition labels!

Behind these calculations lives a depth of nutrition science and data. We do the heavy “math” lifting for you, but if you are interested in how we come up with the suggested numbers and percentages, keep reading….

The calorie goals are based on Institute of Medicine (IOM) equations which take into account height, weight, age, gender, and exercise level and your Body Mass Index (BMI). The new personalized % Daily Values (%DV) which appear on our labels for macronutrients like fat, saturated fat, and fiber are based on the current Dietary Guidelines for Americans Committee (DGAC) recommendations, Food and Drug Administration (FDA) labeling guidelines, and your calorie level. The new % DVs for micronutrients like sodium, potassium, and vitamin A are based on IOM recommendations for your age and gender. Depending on your specific goals and conditions, your calorie and nutrient needs may be higher or lower. Use the adjust feature to modify your calories per day according to your own safe and healthy goal.

We think that the Personalized Nutrition Label will make you think differently about the food you eat and hope it’s a useful tool for you. Let us know what you think.